Central & Eastern Market & MediaFact

2009 Edition

Compiled by: Anne Austin, Nicola Hutcheon

Produced by: David Parry

© 2010 ZenithOptimedia

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ISSN 1469-6622

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All our publications are now available online at www.zenithoptimedia.com CONTENTS

Page SUMMARY TABLES 1 COUNTRY DATA Armenia 13 Azerbaijan 21 Belarus 28 Bosnia (& Herzegovina) 46 Bulgaria 57 77 91 118 Georgia 139 156 181 205 231 249 260 284 Russia 309 330 Slovakia 351 373 Turkey 394 Ukraine 414 GLOSSARY 434

SUMMARY TABLES: EXCHANGE RATES

SUMMARY TABLES EXCHANGE RATES

1 US$ = …local currency

Country Currency 2008 2007 % change Armenia Dram (AMD) 305.97 342.08 -10.6 Azerbaijan Manat (AZN) 0.82 0.86 -4.2 Belarus Rouble (BYR) 2,136.4 2,146.1 -0.5 Bosnia-Herzegovina Convertible Mark (BAM) 1.34 1.43 -6.6 Bulgaria New Lev (BGN) 1.34 1.43 -6.4 Croatia Kuna (KN) 4.94 5.37 -8.0 Czech Republic Koruna (CZK) 17.07 20.29 -15.9 Estonia Kroon (EEK) 10.69 11.43 -6.5 Georgia Lari (GEL) 1.49 1.67 -10.7 Greece Euro (€) 0.68 0.73 -6.5 Hungary Forint (HUF) 172.11 183.63 -6.3 Latvia Lat (L) 0.48 0.51 -6.4 Lithuania Litas (LTL) 2.36 2.52 -6.6 Moldova Leu (MDL) 12.39 12.14 2.1 Poland Zloty (PLN) 2.41 2.77 -13.0 Romania Leu (RON) 2.52 2.44 3.3 Russia Rouble (RR) 24.53 25.58 -4.1 Serbia Dinar (CSD) 55.72 58.45 -4.7 Slovakia Euro (€) 0.68 0.73 -6.5 Slovenia Euro (€) 0.68 0.73 -6.5 Turkey Lira (TL) 1.30 1.30 -0.1 Ukraine Hryvnia (UAH) 5.27 5.05 4.3

1 SUMMARY TABLES: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising as a percentage of Gross Domestic Product 2000 2001 2002 2003 2004 2005 2006 2007 2008 Armenia - - - - - 0.22 0.35 0.39 0.44 Azerbaijan - - 0.35 0.34 0.46 0.14 0.13 0.13 0.12 Belarus - - - - 0.17 0.16 0.17 0.19 0.20 Bosnia-Herz. 0.99 1.10 1.13 1.15 1.30 1.46 1.66 1.67 2.02 Bulgaria 0.67 0.87 1.06 1.19 1.23 1.41 1.53 1.67 1.75 Croatia 0.83 1.12 1.13 1.25 1.31 1.56 1.70 1.73 1.64 Czech Rep. 1.29 1.40 1.32 1.36 1.37 1.46 1.56 1.50 1.60 Estonia 0.71 0.69 0.67 0.67 0.66 0.66 0.66 0.78 0.70 Georgia 0.37 0.39 0.47 0.47 0.56 0.53 0.70 0.81 0.80 Greece 1.25 1.08 1.13 1.09 1.10 1.12 1.12 1.18 1.07 Hungary 1.66 1.75 1.86 1.96 2.14 0.71 0.71 0.72 0.78 Latvia 0.69 0.72 0.78 0.74 0.66 0.66 0.68 0.64 0.59 Lithuania 0.69 0.72 0.78 0.74 1.39 1.49 1.50 1.58 1.64 Moldova - - - - - 0.26 0.32 0.39 0.51 Poland 1.04 1.23 1.24 1.32 1.35 0.53 0.56 0.60 0.61 Romania 0.34 0.29 0.27 0.26 0.30 0.31 0.34 0.36 0.41 Russia 0.32 0.42 0.58 0.61 0.66 0.66 0.67 0.70 0.63 Serbia - - - 1.71 2.01 2.59 2.53 3.47 3.15 Slovakia 0.99 1.24 1.27 1.37 1.75 2.00 2.13 2.22 2.54 Slovenia 1.02 1.01 1.01 1.04 1.19 1.26 1.22 1.31 1.44 Turkey 0.54 0.28 0.31 0.29 0.33 0.35 0.37 0.39 0.34 Ukraine - - 0.38 0.52 0.54 0.59 0.69 0.73 0.60 C/E Europe^ 0.87 0.90 0.93 0.94 0.95 0.75 0.77 0.79 0.75 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. ^includes only the countries listed

2 SUMMARY TABLES: ADVERTISING EXPENDITURE

Distribution of advertising expenditure by medium (% of total) Total 2008 % adspend News- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Armenia 52 0.9 0.9 72.7 17.0 - 8.4 - Azerbaijan* 50 5.1 - 69.7 10.1 - 14.2 1.0 Belarus 115 15.7 - 62.6 5.2 - 12.0 4.5 Bosnia-Herz. 360 4.9 2.4 86.4 2.4 - 3.7 0.2 Bulgaria 871 7.8 8.4 67.9 2.4 - 10.6 2.8 Croatia 1,136 16.3 11.6 66.1 - - 4.8 1.2 Czech Rep. 3,467 15.4 18.5 45.1 5.1 0.2 7.2 8.5 Estonia 163 36.0 9.9 27.0 8.5 - 7.9 10.8 Georgia 102 5.1 4.6 77.6 6.7 - 5.9 0.2 Greece 3,821 15.6 39.5 30.0 7.2 0.6 7.0 - Hungary 1,193 18.5 17.0 39.3 4.3 0.4 9.9 10.6 Latvia 199 16.9 16.4 36.3 11.1 0.7 9.9 8.7 Lithuania 776 10.7 7.4 73.3 2.6 0.1 3.1 2.8 Moldova 26 7.2 3.9 45.8 8.3 1.1 33.0 0.6 Poland 3,218 9.7 11.8 51.8 6.8 1.2 9.1 9.5 Romania 796 7.2 7.5 64.7 6.1 0.5 10.4 3.6 Russia * 10,736 21.6 - 51.5 5.2 1.7 17.2 2.8 Serbia 1,378 8.0 5.2 82.6 1.2 0.1 2.4 0.6 Slovakia 2,503 3.9 6.9 78.9 3.9 0.0 4.9 1.3 Slovenia 781 20.4 9.4 56.0 3.8 0.2 6.7 3.5 Turkey 2,490 29.4 3.5 52.1 3.4 1.2 7.5 2.9 Ukraine 1,047 8.6 20.8 45.4 3.8 1.2 18.1 2.0 C/E Europe^ 33,656 16.1 10.6 53.3 4.9 0.9 10.5 3.7 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. * 'Newspapers' includes magazines ^includes only the countries listed

3 SUMMARY TABLES: TELEVISION

TELEVISION

Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT Armenia 848 97.3 - - - - - Bosnia-Herz. 1,650 97.0 96.3 - 37.9 52.8 - Bulgaria 2,938 95.5 99.0 - 9.0 65.0 - Croatia 1,478 97.5 98.5 - 21.7 13.3 - Czech Rep. 4,057 98.5 - - 24.1 21.0 29.7 Estonia 582 98.3 - - 8.0 55.5 2.7 Georgia - - 96.0 - - 74.0 - Greece 3,664 99.8 100.0 - 9.8 - 17.0 Hungary 4,002 99.1 99.4 9.6 15.6 61.0 1.0 Latvia 838 98.2 - 9.8 15.2 56.2 1.0 Moldova 1,044 89.4 90.3 - 8.3 74.0 - Poland 14,318 96.1 99.9 - 21.4 36.1 - Romania 7,320 97.1 97.9 - 22.6 75.0 - Russia 25,331* 99.1 98.8 - 2.6 12.4 - Serbia 2,521 96.3 98.0 1.5 6.1 38.3 <1 Slovakia 1,993 100.0 81.0 18.7 16.4 30.0 1.1 Slovenia 649 98.1 100.0 - 6.7 - - Turkey 16,882 98.8 99.0 - 50.0 8.0 - Ukraine 8,083 97.3 99.0 9.3 5.3 50.6 - * Urban households

4 SUMMARY TABLES: TELEVISION

Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Belarus - 3.8 Bosnia-Herz. 281 10.4 Bulgaria 225 4.0 Croatia 247 0.7 Czech Republic 197 24.7 Estonia 234 5.4 Georgia - 6.4 Greece 268 2.4 Hungary 266 - Latvia 216 11.7 Lithuania - 3.9 Moldova 120 0.4 Poland 246 5.4 Romania - 6.6 Russia 205 6.5 Serbia 306 10.0 Slovakia 182 2.8 Slovenia 183 19.3 Turkey 329 2.5 Ukraine 264 9.5

5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES

NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults Adults Azerbaijan 20.6 - Belarus 11.1 19.6 Bosnia-Herzegovina 2.9 7.5 Bulgaria 16.2 29.3 Croatia 16.0 41.7 Czech Republic 44.9 43.7 Estonia 41.7 36.6 Georgia 1.6 - Greece 52.1 37.6 Hungary 29.9 40.0 Latvia 42.9 38.5 Lithuania 19.5 23.3 Moldova 5.2 43.1 Poland 15.4 15.0 Romania 13.9 19.1 Russia 16.5 12.4 Serbia 11.5 17.1 Slovakia 20.7 23.7 Slovenia 51.8 33.8 Turkey 12.6 38.2 Ukraine 13.2 30.4

6 SUMMARY TABLES: RADIO

RADIO Stations/rates Number of Average 30 sec commercial radio CPT US$ Country stations Adults Belarus 16 1.0 Bulgaria 304 4.6 Croatia 132 3.1 Czech Republic 75 5.4 Estonia 23 0.4 Georgia 19 - Greece 1,100 4.4 Hungary 200 1.7 Latvia 48 0.6 Lithuania 34 0.4 Moldova 24 0.1 Poland 250 1.9 Romania 21 3.6 Russia - 4.0 Serbia 324 1.3 Slovakia 33 4.3 Slovenia 69 2.1 Turkey 1,085 6.4 Ukraine - 4.5

7 SUMMARY TABLES: OUTDOOR

OUTDOOR Sites Number of Country outdoor sites Armenia 667 Belarus 3,479 Bulgaria 10,314 Croatia 12,350 Czech Republic 56,575+ Estonia 7,152 Georgia 1,800 Greece 23,000 Hungary 55,249 Latvia 3,307 Moldova 2,450 Poland 104,397 Romania 25,350 Russia 195,600 Serbia 8,300 Slovakia 25,460 Slovenia 32,137 Turkey 150,000 Ukraine 80,000

8 SUMMARY TABLES: CINEMA CINEMA Screens/rates Number of Average 60 sec cinema CPT US$ Country screens Adults Armenia 2 - Belarus 32 - Bulgaria 239 263.4 Croatia 80 - Czech Republic 210 527.2 Estonia 67 - Georgia 11 - Greece 309 - Hungary 416 - Latvia 40 375.0 Lithuania 150 233.1 Moldova 8 - Poland 1,018 95.4 Romania 136 132.4 Russia 1,890 200.0 Serbia 140 117.6 Slovakia 180 108.8 Slovenia 110 - Turkey 1,678 - Ukraine 150-200 150.0

9 SUMMARY TABLES: CINEMA

Cinema admissions (mill) 2000 2001 2002 2003 2004 2005 2006 2007 2008 Bulgaria - - 2.4 3.0 2.8 2.4 2.5 2.6 2.9 Czech Republic 8.7 10.4 10.7 12.1 12.0 9.5 11.5 12.8 12.9 Estonia -----1.11.61.61.6 Georgia - - - 15.0 20.0 25.0 30.0 - - Greece 12.0 13.0 13.3 13.2 14.0 14.5 15.1 14.0 13.2 Hungary 14.6 15.7 15.2 13.5 13.7 12.1 11.7 11.1 10.4 Latvia 1.2 1.1 1.1 1.1 1.1 1.2 1.6 1.8 1.8 Poland 20.9 20.9 25.6 23.5 33.4 24.0 32.0 32.6 33.7 Romania 5.1 5.7 5.3 4.5 4.0 2.8 2.8 2.9 3.8 Russia 28.7 21.7 14.7 25.3 43.0 60.6 85.7 92.7 126.6 Serbia - - 4.3 3.2 2.9 2.7 1.6 1.4 1.5 Slovakia - - 2.9 2.9 2.8 2.2 3.4 2.8 3.4 Slovenia - - 2.8 3.0 3.0 2.4 2.7 2.4 2.4 Turkey - - 27.3 28.4 32.6 31.1 37.6 31.2 38.2 Ukraine - - 1.5 3.0 5.0 6.0 8.0 9.0 12.0 C/E Europe^ 91.2 88.5 127.1 151.7 190.3 197.6 247.7 219.0 264.4 ^includes only the countries listed

10 SUMMARY TABLES: INTERNET

INTERNET

Internet Adult population households (%) with access (%) Armenia 7 7 Belarus - 33 Bulgaria 36 - Croatia 41 40 Czech Republic - 54 Estonia 55 60 Georgia - 8 Greece . 50 29 Hungary - 45 Latvia 51 49 Poland - 42 Romania 29 34 Russia 41 31 Serbia 33 33 Slovakia 62 37 Slovenia 59 57 Turkey - 34 Ukraine - 43

11 SUMMARY TABLES: MEDIA REACH

MEDIA REACH

Daily (%) Monthly (%) News- Maga- Mobile papers TV Radio Internet zines Cinema TV Bulgaria - 69 64 - - - - Croatia 11 75 4 - 11 - - Czech Republic 30 69 41 15 76 17 - Estonia - 73 64 35 60 - - Greece - - - - - 32 - Lithuania 56 70 86 38 73 - - Moldova - 19 - - 40 - - Poland 35 71 77 30 52 6 - Romania 61 72 61 31 69 5 - Serbia 44 74 82 24 - 4 - Slovakia 45 64 62 34 76 9 - Slovenia - 60 - - - - - Ukraine 31 86 50 14 57 15 -

12 ARMENIA: ECONOMIC DATA

ARMENIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 305.97 AMD at 2008 rate

Gross Domestic Product (AMD billion) at current prices 1,175.9 1,362.5 1,624.6 1,907.9 2,242.9 2,656.2 3,148.7 3,650.1 % change 14.0 15.9 19.2 17.4 17.6 18.4 18.5 15.9 at 2008 prices 1,568.2 1,797.9 2,045.7 2,246.1 2,624.6 3,020.9 3,430.6 3,650.1 % change 10.6 14.6 13.8 9.8 16.9 15.1 13.6 6.4

Gross Domestic Product per capita (AMD 000s) at current prices 384.3 445.3 530.9 623.5 730.6 865.2 1,025.6 1,185.1 at 2008 prices 512.5 587.5 668.5 734.0 854.9 984.0 1,117.5 1,185.1

Gross Domestic Product (US$ billion) at current prices 3.8 4.5 5.3 6.2 7.3 8.7 10.3 11.9 at 2008 prices 5.1 5.9 6.7 7.3 8.6 9.9 11.2 11.9

Gross Domestic Product per capita (US$ 000s) at current prices 1.3 1.5 1.7 2.0 2.4 2.8 3.4 3.9 at 2008 prices 1.7 1.9 2.2 2.4 2.8 3.2 3.7 3.9

Population Millions 3.1 3.1 3.1 3.1 3.1 3.1 3.1 3.1

Consumer Price Index 2008=100 75.0 75.8 79.4 84.9 85.5 87.9 91.8 100.0 %change 3.1 1.1 4.8 7.0 0.6 2.9 4.4 9.0

Adspend as a % of GDP ----0.22 0.35 0.39 0.44

Advertising Expenditure Growth (%) at current prices -----87.1 30.3 30.8 Source: IFS, ZenithOptimedia

13 ARMENIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 2005 16.40 0.04 0.03 12.70 2.50 0.02 1.12 0.01 2006 30.68 0.09 0.07 23.00 4.60 0.02 2.90 0.01 2007 39.99 0.29 0.27 29.00 6.80 0.02 3.60 0.01 2008 52.29 0.49 0.48 38.00 8.90 0.02 4.40 0.01 Source: Armenia Media Group Monitoring & Research Center Notes: 1. Excludes agency commission 2. Excludes production costs 3. Before discounts 4. Includes classified

Main advertising restrictions Tobacco: Restricted. Alcohol: Restricted (except beer, wine and brandy). Pharmaceutical: Licence required. Children's: Licence required. Political: Time restriction.

14 ARMENIA: POPULATION/TELEVISION

POPULATION

Land area (km²) 28,454 Capital city Yerevan Language Armenian Currency Dram (AMD) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 319 282 601 15-24 316 307 623 25-34 255 258 513 35-44 197 216 413 45-54 233 261 494 55-64 115 141 255 65+ 134 204 338 Total 1,568 1,670 3,238 Source: ZenithOptimedia TELEVISION

Number of households: 847,644

Number of television households: 825,000 (97.3%)

Main channels Technical Daily penetration hours of Channel (%) transmission Commercial H1 (APTV) 98 24 H2 90 - RTR 90 - ORT 85 - ALM 80 - Armenia TV 75 24 Shant 65 - Nor Yerevan - ArmenAkob Yerevan - Erkir Media Yerevan - Dar 21 Yerevan 24

15 ARMENIA: TELEVISION

Main channels cont. Technical Daily penetration hours of Channel (%) transmission TV5 - - ATV - - Ararat - - Kentron - - AR - - Armnews - - Avetis - - CNN - - Cultura - - Hayreniq - - Mir - - Shoghakat - - Yerevan - - HAYTV - - Source: ZenithOptimedia Audience Peak adult Peak audience Channel time (000s) H1 (APTV) 2115-2130 74.63 H2 1145-1200 22.24 RTR 2345-2400 11.48 ORT 1845-1900 19.62 ALM 1415-1430 10.46 Armenia TV 2145-2200 104.49 Shant 2245-2300 121.35 Erkir Media 2330-2345 9.96 Dar 21 1130-1145 15.19 TV5 2345-2400 18.97 ATV 2300-2315 12.93 Ararat 1215-1230 10.39 Kentron 2345-2400 12.21 AR 2315-2330 14.68 Armnews 2315-2330 2.40 Avetis 2100-2130 0.07 CNN 1600-1615 0.87 Cultura 1530-1545 5.67 Hayreniq 1300-1315 13.30 Mir 2345-2400 2.69 Shoghakat 1915-1930 7.27 Yerevan 2145-2200 7.56 HAYTV 2215-2230 4.51 Source: GfK

16 ARMENIA: TELEVISION

Share of viewing Share of viewing (%) 2008 Channel Individuals (4+) Commercial H1 (APTV) 16.7 H2 5.3 RTR 2.0 ORT 4.3 ALM 1.6 Armenia TV 21.4 Shant 18.6 Erkir Media 2.4 Dar 21 3.1 TV5 3.8 ATV 3.6 Ararat 2.8 Kentron 2.4 AR 2.5 Armnews 0.7 Avetis 0.1 CNN 0.1 Cultura 1.2 Hayreniq 1.8 Mir 0.6 Shoghakat 1.2 Yerevan 1.2 HAYTV 1.0 Source: GfK

17 ARMENIA: NEWSPAPERS/MAGAZINES

NEWSPAPERS

Newspapers d=daily w=weekly 2w=twice weekly Circulation Title (000s) Eter (w) 56 Iravunk (w) 10 Gind 10 Haykakan Zhamanak (d) 10 Chorrord Ishkhanutyun (3 times a week) 8 Aravot (d) 5 Novoe Vremya (3 times a week) 5 168 Zham (3 times a week) 5 Hayastany Hanrapetutyun (d) 4 Hayots Ashkharh (d) 4 Golos Armenii (d) 4 Azg (d) 3 Delovoj Express (w) 3 Azat Artsakh (d) 3 Hraparak (d) 3 Yerkir (w) 3 Respublika Armenia (2w) 2 Zhamanak (d) 2 Source: Editions MAGAZINES

Magazines

Circulation Title (000s) Entertainment Yes (m) 15 Afisha (f) 4 TV Grid TV Mail (w) 45 Women's NaNe (w) 6 Armyanka (m) 4 Lifestyle New Mag (m) 8 El Elit Life (m) 6 Source: Editions

18 ARMENIA: RADIO/OUTDOOR/CINEMA

RADIO

Radio stations Station Type National Armenian Public Radio (107.6 FM) music/news Main regional Radio Hay music HiFM (105.5 FM) music Ardzagank music City FM music Russkoe Radio music Radio Van religious Dinamit (107 FM) music Aurora music Autoradio music Radio Jazz music Radio Impuls social/political Shirak PTVR - Shant TV & Radio Company - Mig FM - Source: ZenithOptimedia OUTDOOR

Type and size of sites Number of Size of display sites 6x3 570 1.25x2 50 2.85x3.85 4 3x4 2 3x9 10 3x12 1 0.8x1.3 30 Source: Suppliers CINEMA

Number of cinema screens: 2 Source: ZenithOptimedia

19 ARMENIA: INTERNET

INTERNET

Homes with internet connection: 60,000 (7.1%)

Adult internet users: 172,800 (6.6%)

Typical monthly cost of internet access: US$91 Source: Arminco.com

Top ten search keywords Keyword havesov armenian chat Armenia panorama.am news armenia armenian music hayfilm artur meschyan armenian sites Azerbaijan Source: Top.am

Top ten Armenian internet Top search sites (2008) engines (2008) Unique visitors Searches Site per month Search engine per month panorama.am 12,995 Google 13,744 .org 10,212 Yandex.ru 3,903 registrar.am 5,291 Yahoo 948 hamov-hotov.narod.ru 4,845 MSN 199 havesov.eu 2,601 Rambler.ru 88 merhayrenic.narod.ru 1,398 web forums 41 armenian-history.com 1,391 Search.com 5 .am 1,387 Alltheweb 1 hayfilm.info 1,201 Source: Top.am health.am 1,168 Source: Top.am

20 AZERBAIJAN: ECONOMIC DATA

AZERBAIJAN ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 0.82 AZN at 2008 rate

Gross Domestic Product (AZN billion) at current prices 5.3 6.1 7.1 8.5 12.5 18.7 25.2 34.0 % change 12.7 14.0 17.9 19.4 46.8 49.7 34.6 34.8 at 2008 prices 10.2 11.3 13.0 14.5 19.1 26.4 30.5 34.0 % change 11.0 10.9 15.4 11.8 31.6 38.2 15.3 11.6

Gross Domestic Product per capita (AZN 000s) at current prices 0.6 0.7 0.9 1.0 1.5 2.2 2.9 3.9 at 2008 prices 1.2 1.4 1.6 1.7 2.3 3.1 3.5 3.9

Gross Domestic Product (US$ billion) at current prices 6.5 7.4 8.7 10.4 15.2 22.8 30.7 41.4 at 2008 prices 12.4 13.7 15.8 17.7 23.3 32.1 37.1 41.4

Gross Domestic Product per capita (US$ 000s) at current prices 0.8 0.9 1.0 1.2 1.8 2.7 3.6 4.7 at 2008 prices 1.5 1.7 1.9 2.1 2.8 3.8 4.3 4.7

Population Millions 8.2 8.2 8.3 8.4 8.5 8.5 8.6 8.7

Consumer Price Index 2008=100 52.3 53.8 55.0 58.7 65.5 70.9 82.8 100.0 %change 1.5 2.8 2.2 6.8 11.6 8.3 16.7 20.8

Adspend as a % of GDP - 0.35 0.34 0.46 0.14 0.13 0.13 0.12

Advertising Expenditure Growth (%) at current prices - - 14.5 62.9 -55.2 40.9 31.1 26.5 Source: IFS, ZenithOptimedia

21 AZERBAIJAN: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices

Total Print TV Radio Outdoor Internet 2002 25.7 2.0 23.7 - - - 2003 29.4 2.3 27.1 - - - 2004 48.0 4.5 43.5 - - - 2005 21.5 1.0 18.0 1.0 1.5 0.0 2006 30.3 1.5 24.3 2.0 2.5 0.0 2007 39.7 2.0 28.0 4.0 5.6 0.2 2008 50.2 2.5 35.0 5.1 7.1 0.5 Source: AGB Nielsen (TV)/SIAR Social & Marketing Research Center Notes: 1. Excludes agency commission 2. Before discounts

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted. Pharmaceutical: Banned.

22 AZERBAIJAN: POPULATION/TELEVISION

POPULATION

Land area (km²) 86,100 Capital city Language Azerbaijani Currency Manat (AZN) Source: CIA Factbook 2008

Population by age Total (000s) 0-14 2,034 15-24 1,829 25-34 1,367 35-44 1,334 45-54 1,144 55-64 459 65+ 613 Total 8,780 Source: www.azstat.org 2008 TELEVISION

Main channels Channel Commercial Azad Azerbaycan TV (ATV) Lider TV Space TV Public TV (ITV) Azerbaijan State TV (AzTV) Xezer TV Azerbaijan News Service (ANS) Source: ZenithOptimedia records

23 AZERBAIJAN: TELEVISION

Top ten television advertisers (2007) TV expenditure Advertiser AZN (000s) Procter & Gamble 10,780 Azercell Telecom 8,232 Bakcell Telecom 5,979 Colgate-Palmolive 5,958 Reckitt Benckiser 4,901 Azerfon Telecom 4,311 Soliton 3,107 Akkord 3,037 Unilever 3,030 Mars 2,743 Source: AGB Baku

Top ten television product categories (2007) TV expenditure Category AZN (000s) Telecommunications 23,604 Dental 7,728 Telephones 5,986 Hair care 5,570 Sanitary products 5,169 Detergents 5,064 Chocolate 4,940 Property 4,551 Shower gel 4,209 Cars 3,768 Source: AGB Baku

Top television sales houses (2007) Sales house Video International Source: ZenithOptimedia records

24 AZERBAIJAN: NEWSPAPERS/MAGAZINES NEWSPAPERS Newspapers d=daily w=weekly Adult Full page Adult CPT Full page N=National R=Regional Circulation readership B/W B/W Colour Title (000s) (000s) AZN AZN AZN Super Market (w, N) 35 160 781 4.9 - Azerb. Izvestiya (d, N) 15 - 1,300 - - Nedelya (w, N) 14 40 1,365 34.1 2,782 Super Market TV Latin (w, N) 12 40 488 12.2 701 Echo (w, N) 10 - 2,280 - - Birja (w, N) 8 - 735 - - Ayna-Zerkalo (w, N) 8 - 1,175 - - Azeri Time (w) 8 - - - - Market (w, N) 6 10 488 48.8 703 Svoy Dom (w, N) 4 6 270 45.0 301 Bakinskiy Rabochiy (d, N) 4 - 333 - - KP-Azerbaijan (w, N) 3 10 1,100 110.0 1,650 Source: ZenithOptimedia records Average CPT (B/W): AZN 16.9 MAGAZINES Magazines w=weekly m=monthly bm=bimonthly Full page q=quarterly Circulation Colour Title (000s) AZN Women's Passage (bm) 3.0 2,400 Aysel (m) 12.0 1,700 Karvan (m) 5.0 790 Jest (m) 2.0 950 Caprise (bm) 3.0 3,600 Style (m) 3.0 2,100 Medical MediLand (m) 3.0 1,300 Konsilium (m) 3.0 1,300 Aile Hakimi (m) Hotels/restaurants As Paz (m) 5.0 100 Business Consulting & Business (m) 5.0 2,450 Caspian Energy (m) 10.0 7,700 Business Time (m) 5.0 1,900 Bank & Business (m) 2.8 1,350 Other Ok! Azerbaijan (m) 15.0 2,000 Brand House (m) 3.0 1,800 Boutique Baku (q) 3.0 2,800 Biz+ (m) 8.0 1,400 Istiot (w) 7.8 385 Sari (w) 6.0 605 El (m) 2.0 1,030 Source: ZenithOptimedia records

25 AZERBAIJAN: RADIO/OUTDOOR

RADIO

Peak rates Peak rate Peak (30 sec) Station Type times AZN ANS ChFM news, music 0800-1000 110 1300-1400 105 1800-1900 135 106 FM musical 0800-1000 95 1230-1400 80 1730-1900 95 Europa + musical 0800-1000 96 1400-1500 96 1700-2000 96 Burch FM talk 0800-1030 75 1200-1400 90 1700-1900 75 Space FM all 0800-1000 50 1300-1500 44 1700-1900 50 Ictimai Radio all 0800-1000 135 1300-1500 114 1700-1900 102 2300-0100 90 Xezer FM all - 11 Antenn 101 FM talk - - Lider FM jazz - - Azadliq political - - VOA talk - - Source: ZenithOptimedia records OUTDOOR

Type, size and cost of sites Cost per panel Type/size of display per month (AZN) Billboard 6 x 3 380-500 Billboard 4 x 8 700-800 Billboard 11 x 3 1,200 Lightbox 1.2 x 1.8 60-250 Prismavision 1,800-2,500 Source: ZenithOptimedia records

26 AZERBAIJAN: OVERALL

OVERALL Top ten overall Top ten overall product advertisers (2007) categories (2007) Advertiser Category Procter & Gamble Telecommunications Azercell Telecom Dental products Bakcell Telecom Telephones Colgate-Palmolive Hair care Reckitt Benckiser Sanitary Azerfon Telecom Detergents Soliton Chocolate Akkord Property Unilever Shower gel Mars Cars Source: ZenithOptimedia records Source: ZenithOptimedia records Top sales houses (2007) Sales house Video International Source: ZenithOptimedia records

27 BELARUS: ECONOMIC DATA

BELARUS ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 2,136 BYR at 2008 rate

Gross Domestic Product (BYR billion) at current prices 17,173 26,138 36,565 49,992 65,067 79,267 96,087 121,867 % change 88.0 52.2 39.9 36.7 30.2 21.8 21.2 26.8 at 2008 prices 54,502 58,213 63,423 73,423 86,640 98,642 110,308 121,867 % change 16.7 6.8 8.9 15.8 18.0 13.9 11.8 10.5

Gross Domestic Product per capita (BYR 000s) at current prices 1,717.3 2,624.3 3,689.7 5,070.2 6,626.0 8,113.3 9,885.5 12,589.6 at 2008 prices 5,450.2 5,844.7 6,399.9 7,446.5 8,822.8 10,096.5 11,348.6 12,589.6

Gross Domestic Product (US$ billion) at current prices 8.0 12.2 17.1 23.4 30.5 37.1 45.0 57.0 at 2008 prices 25.5 27.2 29.7 34.4 40.6 46.2 51.6 57.0

Gross Domestic Product per capita (US$ 000s) at current prices 0.8 1.2 1.7 2.4 3.1 3.8 4.6 5.9 at 2008 prices 2.6 2.7 3.0 3.5 4.1 4.7 5.3 5.9

Population Millions 10.0 10.0 9.9 9.9 9.8 9.8 9.7 9.7

Consumer Price Index 2008=100 31.5 44.9 57.7 68.1 75.1 80.4 87.1 100.0 %change 61.1 42.5 28.4 18.1 10.3 7.0 8.4 15.3

Adspend as a % of GDP - - - 0.17 0.16 0.17 0.19 0.20

Advertising Expenditure Growth (%) at current prices ----28.7 24.4 40.7 31.4 at 2008 prices ----16.7 16.3 29.8 14.5 Source: IFS, ZenithOptimedia

28 BELARUS: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in BYR million at current prices

Total Print TV Radio Outdoor Internet 2004 82,999 23,500 38,455 5,341 14,955 748 2005 106,820 27,773 55,546 4,273 17,732 1,495 2006 132,884 27,773 74,774 7,477 20,296 2,564 2007 186,935 32,046 113,229 9,614 25,637 6,409 2008 245,686 38,455 153,821 12,818 29,482 11,109 Advertising expenditure in BYR million at constant 2008 prices

Total Print TV Radio Outdoor Internet 2004 121,900 34,515 56,479 7,844 21,964 1,098 2005 142,235 36,981 73,962 5,689 23,611 1,991 2006 165,365 34,562 93,051 9,305 25,257 3,190 2007 214,601 36,789 129,987 11,037 29,431 7,358 2008 245,686 38,455 153,821 12,818 29,482 11,109 Source: Agency estimates Notes: 1. Excludes agency commission 2. Excludes production costs 3. After discounts 4. TV data is based on MASMI and NOVAK investigation labs and Video International.

Main advertising restrictions Tobacco: Restricted. Not allowed on radio or TV, front or back pages of the or billboards, or in airports, stations, or subway stations. Alcohol: Restricted. Not allowed on TV betrween 0700 and 1800. Not allowed on front or back pages of the press or billboards, or in airports, stations, or subway stations. Pharmaceutical: Ads must be approved by Ministry of Health. Children's: Restricted. Not allowed during children's programmes, although blocks before programmes may be used. Political: National symbols such as flags may not be used.

29 BELARUS: POPULATION/TELEVISION

POPULATION

Land area (km²) 207,600 Capital city Minsk Language Belarusian, Russian Currency Rouble (BYR)

Population by age Male Female Total (000s) (000s) (000s) 0-15 728 688 1,415 16-24 764 731 1,496 25-34 747 731 1,478 35-44 662 694 1,356 45-54 732 818 1,550 55-64 442 568 1,010 65+ 437 930 1,367 Total 4,512 5,160 9,672 Source: MIN STAT TELEVISION

Number of households: 3,855,016

Average pay-TV subscription cost Average monthly subscription BYR Cable (analogue) 12,750 Source: ZenithOptimedia records

30 BELARUS: TELEVISION

Main channels Technical penetration Channel (%) Non-commercial Mir 60.0 Commercial ONT 99.9 RTR 61.5 STV 78.0 PNT 99.9 NTV 53.0 Lad 88.0 1 MC 39.0 8th channel 50.0 MTV 85% of Minsk Muz-TV 86% of Minsk Euronews 70% of Minsk Eurosport 70% of Minsk TNT 60% of Minsk TV 1000 27% of Minsk TV 100 Russian 27% of Minsk Explorer 27% of Minsk History 27% of Minsk Source: ZenithOptimedia records

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time BYR (000s) BYR ONT 1900-2000 12,512,500 1,506 8,310 NTV 2100-2200 4,000,000 573 6,978 PNT 2000-2100 2,433,333 354 6,867 RTR 2000-2100 3,406,250 341 9,984 STV 2100-2200 1,762,500 217 8,133 Lad 2100-2200 700,000 154 4,542 TNT 2100-2200 1,032,500 67 15,399 8th channel 2200-2300 282,500 34 8,378 1 MC 2000-2100 225,000 16 13,932 Muz-TV 2100-2200 195,000 16 12,134 MTV 2100-2200 164,450 12 14,128 Source: NOVAK, rate cards

Average CPT (all commercial channels): BYR 8,120

31 BELARUS: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Adults (US$)* Non-commercial Sattelite TV channels 0.8 - Mir 0.6 - Cable TV channels 8.7 - Commercial ONT 39.0 196,495,235 RTR 10.0 52,478,062 STV 5.0 20,939,345 PNT 11.3 30,094,264 NTV 10.3 47,860,337 Lad 4.5 8,784,894 1 MC 0.8 5,789,425 8th channel 0.2 326,983 Muz-TV 0.9 3,176,565 MTV 0.4 - Source: NOVAK, MASMI *Gross

Top ten television programmes (2008) Programme Channel Serial 19:00 ONT Serial 21:00 ONT Serial 22:00 ONT Nashi novosti 20:30 ONT Serial 19:30 NTV Serial 18:00 ONT Vremya ONT Serial 19:30 PNT Pole chudes ONT Jdi menya ONT Source: NOVAK, MASMI

32 BELARUS: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 36,341 Soft drinks & beer 48,246 Schwarzkopf & Henkel 24,637 Hygiene 41,758 Nestlé 17,425 Household chemical goods 41,246 МТС GSM 17,353 Mobile phones 34,970 Velcom 14,791 Cosmetics 34,657 L'Oréal 14,606 Medicine 33,283 Unilever 10,994 Confectionery 32,748 Coca-Cola 10,228 Entertainment 27,049 Colgate-Palmolive 8,749 Food 23,359 Reckitt Benckiser 7,136 Commercial 8,636 Source: MASMI Source: MASMI

Top television Top television owners (2008) sales houses (2008) Owner TV revenue Belteleradiocompany Sales house US$ (000s) Source: ZenithOptimedia records Video International 276,029 Advert Media 86,739 Prime Media Group - NavigatorMedia - TVCMedia - Source: MASMI

33 BELARUS: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) BYR BYR BYR SB Belarus Segodnya (d, N) 503 1,073 8,201,844 7,643 8,201,844 Va-bank (d, R) 422 614 2,633,400 4,292 2,633,400 Komsomol'skaya v Belarusi (w, N) 312 1,325 9,665,562 7,295 9,665,562 Narodnyj doctor. Toloka (w, N) 255 304 2,336,400 7,696 3,037,320 Minsk na ladonyah (w, R) 225 261 4,356,880 16,689 4,792,568 Argumenty I fakty v Belarusi (d, N) 186 787 7,297,710 9,278 9,851,909 Antenna (w, N) 123 631 5,817,385 9,224 7,275,900 7 (w, R) 94 - 1,368,045 - 1,710,150 Iz pervyh ruk (d, R) 72 - 1,656,720 - - Meditsinskij vestnik (w, N) 70 139 3,497,000 25,231 4,080,000 Domashnyaya . Toloka (w, N) 70 98 1,663,800 17,012 1,663,800 Belorusskaya niva (w, R) 63 - 5,935,518 - 5,935,518 Komsomol'skaya pravda v Belarusi (d, N) 55 627 2,646,065 4,223 3,174,851 Belaruski chas (d, R) 55 - 1,725,750 - 2,070,900 Respublika (d, N) 54 256 10,980,857 42,876 - Moj gorod Brest (d, R) 50 - 3,027,227 - 3,784,033 Zhenskaya gazeta (w, N) 45 275 3,849,993 14,008 3,849,993 7 Dnej (w, R) 42 83 2,512,692 30,125 2,871,648 Narodnaya gazeta (w, N) 38 114 6,676,800 58,816 6,676,800 Vechernij Brest (d, R) 35 112 1,487,272 13,298 - Telenedelya (Minsk) (w, R) 35 113 1,617,603 14,368 2,318,564 (d, R) 33 47 3,681,600 78,616 3,681,600 Avtobusiness-weekly (w, N) 32 164 7,478,250 45,697 8,973,900 Gomel'skaya prauda (d, R) 31 50 3,090,750 61,852 3,607,500 Gastronom (w, N) 30 90 3,082,750 34,245 4,068,850 Znamya yunosti (d, R) 28 53 2,237,625 42,589 5,742,750 Komp'yuternaya gazeta (w, R) 26 95 4,550,000 47,744 4,550,000 Obozrevatel' (d, N) 25 103 975,000 9,496 7,410,000 Iz ruk v ruki (Minsk) (w, R) 23 196 1,922,432 9,806 - Narodnaya volya (w, F) 22 30 8,299,200 274,082 - Vechernij Grodno (d, R) 22 71 620,208 8,796 - BelGazeta (w, R) 22 53 6,207,509 117,123 14,563,771 Vit'bichi (d, R) 21 157 2,730,000 17,396 3,412,500 Turizm I otdyh (w, R) 20 31 1,710,000 55,412 1,710,000 Vechernij Minsk (d, R) 19 98 3,152,526 32,106 3,152,526 Dneprovskaya nedelya (d, R) 19 21 2,915,250 136,163 - Avtodajdzhest (w, N) 19 43 3,163,875 73,018 3,163,875 Vechernij Mogilev (d, R) 19 88 2,730,000 31,076 - Grodzenskaya prauda (d, R) 18 61 1,817,790 29,635 2,363,127 Pressball (w, R) 17 202 5,637,450 27,846 - Kommercheskij kur'er (w, R) 17 69 2,047,500 29,808 - Zarya (d, R) 16 42 3,793,374 90,751 5,687,526 Avtogazeta (w, R) 15 108 2,681,250 24,755 3,315,000 Telenedelya dlya vsej sem'I (w, R) 15 50 2,693,920 53,792 2,693,920 Zdorovaya gazeta (w, R) 15 6 2,030,400 329,610 2,284,200 Business region. Iz ruk v ruki (w, R) 15 1 1,100,000 1,833,333 1,100,000

34 BELARUS: NEWSPAPERS

Newspapers cont. d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) BYR BYR BYR Narodnae slova (d, R) 15 40 2,145,000 53,438 2,145,000 Belorusy I rynok (w, R) 14 57 5,304,825 93,132 7,458,075 Vitebskij rabochij (d, R) 13 62 1,755,000 28,243 1,950,000 Nats. Ekonomicheskaya gazeta (w, N) 13 45 4,141,800 91,775 - Mobila (w, R) 12 60 1,854,450 31,094 2,100,150 Grodnenskaya yarmarka (d, R) 12 - 255,765 - 255,765 Vitebskij prospekt (d, R) 11 51 975,000 19,028 1,267,500 Mogilevskie vedomosti (d, R) 11 56 3,022,500 54,322 3,607,500 Moj komp'yuter (w, R) 11 41 5,380,800 131,947 5,380,800 Komp'yuternye vesti (w, R) 10 65 2,530,125 38,985 4,026,750 Minskij kur'er (d, R) 10 48 2,600,130 53,844 3,796,650 Express novosti (w, R) 10 22 1,264,960 57,946 1,425,440 Iz ruk v ruki (Grodno) (w, R) 10 35 1,836,000 52,972 - Mogilevskaya pravda (d, R) 9 18 2,466,750 135,238 - Moya reklama (w, F) 9 34 1,471,140 43,167 - Brestskij kur'er (d, R) 8 67 2,991,300 44,560 - Mobil'noe obozrenie (w, R) 7 22 1,401,250 64,633 2,017,800 Sportivnaya panorama (w, R) 7 94 3,543,540 37,862 3,796,650 Vesnik Magileva (d, R) 7 37 1,657,500 44,797 2,154,750 Iz ruk v ruki (Vitebsk) (w, R) 6 41 2,052,000 49,625 - Iz ruk v ruki (Brest) (w, R) 6 81 2,998,800 36,986 - Iz ruk v ruki (Gomel') (w, R) 6 16 810,000 49,846 - Vechernij Gomel' (d, R) 5 18 1,404,000 78,000 1,872,000 100% (sto protsentov) (d, R) 5 111 1,333,200 12,018 - Iz ruk v ruki (Molodechno) (w, R) 5 33 1,350,000 40,492 1,474,200 Telepanorama (Gomel') (d, R) 4 43 1,885,650 43,812 - Iz ruk v ruki (Mogilev) (w, R) 3 58 1,911,600 32,919 - Stroitel'stvo I nedvizhimost' (w, N) 2 21 3,312,045 155,495 3,312,045 BSG. Stroitel'naya gazeta (w, N) 2 16 1,510,400 95,655 4,248,000 Izvestiya (d, R) 2 41 15,437,733 376,714 15,437,733 Sovremennyj ofis (w, R) 1 4 2,596,000 610,824 2,596,000 Source: NOVAK, rate cards

Average CPT (B/W): BYR 23,676

35 BELARUS: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Advertiser Category Superloto Building Velcom Mobile services MTS Auto Moscow-Minsk Bank Finances Priorbank Tourism & sport KolServise Furniture/interiors Belrosbank Medicine BTA Bank Lotteries TelecomInfo Domestic equipment Belarusbank Transport Source: ZenithOptimedia evaluation Source: ZenithOptimedia evaluation

Top newspaper owners (2008) Owner BelKP Press Belpronto Source: ZenithOptimedia records

36 BELARUS: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly f=fortnightly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) BYR BYR BYR Women's Gaspadynya (f) 165 209 2,446,200 11,728 1,223,100 Nasha kuhnya. Toloka (w) 115 144 1,805,400 12,563 - Tsvetok. Toloka (w) 85 91 1,498,600 16,523 - Domashnie tsvety. Toloka (w) 42 91 802,400 8,800 - SuperMama. Toloka (bm) 20 33 1,062,000 31,959 - Baby Boom (m) 13 - 1,169,616 - - MalyshOK (m) 13 - 1,464,166 - - Zhenskij zhurnal (m) 9 70 4,500,000 63,893 - Alesya (m) 7 42 767,000 18,323 - IT Mobil'naya svyaz' (m) 25 56 5,451,600 97,211 - Moj Internet (bm) 10 26 5,022,864 196,206 - General interest Where Minsk (m) 20 - 4,823,250 - - Health & medicine Zdravoohranenie (m) 3 12 785,244 66,490 245,165 Meditsinskie novosti (m) 2 31 1,154,606 37,622 513,158 Retsept (bm) 1 13 1,296,750 99,444 584,250 Meditsinskaya panorama (m) 1 9 994,245 116,970 994,245 Auto Avtosalon (m) 7 46 1,180,000 25,843 - Home & lifestyle Delaem sami. Toloka (bm) 30 28 466,100 16,912 - Mebel' I inter'er segodnya (m) 9 20 728,060 37,184 - Masterskaya. Sovremennoe stroitel'stvo (m) 5 8 1,831,360 233,592 - Business Delo (Vostok+Zapad) (m) 7 6 4,123,206 675,935 - Biznes-Revyu (m) 4 - 2,880,000 - - Special press Glavnyj buhgalter (m) 25 133 2,160,489 16,255 - Individual'nyj predprinimatel' (m) 5 38 1,079,569 28,055 1,079,569 Director (m) 3 17 1,902,600 114,477 - Nalogovyj vestnik (m) 2 74 460,200 6,185 460,200 Source: NOVAK, rate cards

Average CPT (Colour): BYR 41,926

37 BELARUS: MAGAZINES/RADIO

Top magazine product Top magazine categories (2008) owners (2008) Category Owner Auto SPN Rematis Banks Belpronto Telecommunications Source: ZenithOptimedia evaluation Pharmaceuticals Entertainment Food/drink Source: ZenithOptimedia evaluation RADIO

Number of commercial radio stations: 16 Source: Marketing.by

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (BYR) (000s) (BYR) National Belaruskae nac. radio 1 general 0700-0800 252,000 354 712 Radio roks music 1200-1300 118,000 53 2,214 Radius - FM music 1200-1300 92,500 50 1,850 Russkoe radio music 0700-0800 212,400 31 6,912 - FM music 1200-1300 52,500 29 1,816 Radio BA music 1200-1300 157,700 23 6,908 Hit - FM music 1200-1300 23,600 15 1,539 Avto radio music 0700-0800 22,500 15 1,491 Unistar radio music 1100-1200 239,400 12 20,220 Al'fa radio music 1100-1200 198,000 12 16,880 Melodii veka music 1400-1500 61,950 10 5,986 Radio ONT music 0800-0900 87,500 6 14,439 Novoe radio music 1200-1300 126,850 1 101,480 Main regional Stolica music 0600-0700 22,500 135 167 Minskaya volna music 0600-0700 27,090 51 530 Radio Minsk music 1400-1500 21,000 5 4,536 Source: NOVAK, rate cards

Average CPT (all commercial stations): BYR 2,139

38 BELARUS: RADIO/OUTDOOR

Top radio product categories (2008) Category Automobile Banks Telecomunication Pharmaceutical Entertainment Retail Source: ZenithOptimedia evaluation Top radio owners (2008) Owner Rocks Media Belteleradiocompany Source: ZenithOptimedia evaluation OUTDOOR

Number of outdoor sites: 3,479 Type, size and cost of sites Number of Cost per panel Type/size of display sites per month BYR Billboard 3х6 2,345 1,800,000 Prism 3x6 120 2,100,000 Unipol dynamic 3x6 35 2,500,000 Billboard 3х9 2 3,320,000 Prism 3x9 12 3,320,000 Billboard 3x12 6 4,790,000 Billboard 4x8 34 5,400,000 Citylight 1.2x1.8 708 420,000 Slidebox 3x4 30 1,200,000 Pillars 3x1.4 72 450,000 Bridge 1.8x12 52 3,870,000 Telefon 1.5x2.25 23 600,000 Hours 1.2x1.7 32 380,000 Lightbox 2.4x4.9 1 2,250,000 Lightbox 3x6 6 3,500,000 Lightbox 4.5x3 1 2,440,000 Source: Mediataktika, rate cards

39 BELARUS: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser BYR (mill) Category BYR (mill) Velcom 3,026.3 Mobile 6,286.3 MTS 2,748.8 Auto 3,312.5 Volkswagen 1,250.2 Banking/ 2,014.6 Priorbank 609.8 Food 1,906.0 Persil 452.2 Building materials 1,851.3 LG 436.0 Clothes/shoes 1,100.2 Best 429.8 Shops/supermarkets 987.9 Renault 409.7 Furniture 934.4 BTA Bank 406.0 Medical services 902.5 Keramin 378.0 Home equipment 816.8 Source: Mediataktika Source: Mediataktika

Top ten outdoor contractors (2008) Outdoor revenue Contractor BYR (mill) Big Board 15,200 Prospekt Press 4,312 Skimen 4,047 Color Express 3,172 Bogema 1,533 Apeks 1,207 Minskreklama 866 Kalipso 790 Media Holl 553 Medoc & Co 535 Source: Mediataktika

40 BELARUS: CINEMA

CINEMA

Number of cinema screens: 32 Source: Kinovideoprokat

Average cost of a 60 sec. spot per screen per week: BYR 122,582 Source: Kinovideoprokat

Cinema audience profile Age % under 12 0.1 12-17 6.1 18-25 79.1 26-30 10.4 31-40 3.6 41-50 0.6 50+ 0.2 Sex % Male 55.3 Female 44.7 Source: Kinovideoprokat

Top ten films (2008) Film Ironiya sud'by. Prodolzhenie Admiral Samyj luchshij film Mumia3: Grobnica Imperatora draconov Hancok Osobo opasen Indiana Dzons I korolevstvo chrustalnogo cherepa Chronika Narnii: Prints Kaspian Vall-E Ilya Myromets I Solovei Razboinik Source: Kinovideoprokat

41 BELARUS: CINEMA/INTERNET

Top ten cinema Top cinema advertisers (2008) product categories (2008) Advertiser Category Velcom Mobile communications MTS Clothing & boots Life :) Auto Peugeot FMCG Onega Source: Kinovideoprokat Milavitsa Adidas Toyota Sela Renault Source: Kinovideoprokat Top cinema sales house (2008) Sales house Kinovideoprokat Source: ZenithOptimedia records INTERNET

Adult internet users: 2,700,000 (32.7%) Typical monthly cost of internet access: BYR 30,000

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type (BYR) Keyword US$ Banner 2,800 porno 0.31 Pop-up 5,600 pogoda 0.31 Peel-away 16,200 rabota 0.31 Source: rate cards iz ruk v ruki 0.31 kursy valut 0.31 erotika 0.31 skachat 0.31 karta Minska 0.31 superloto 0.31 avtomalinovka 0.31 Source: TUT.by

42 BELARUS: INTERNET

Internet user profile Age % 16-24 39.0 25-34 25.0 35-54 22.0 55-64 11.0 65+ 3.0 Sex % Male 53.0 Female 47.0 Income (BYR) % under 307,000 3.0 307,100-507,000 10.8 507,100-810,000 40.1 810,100-1,254,000 24.8 1,254,100+ 21.3 Source: Gemius/Novak Top ten internet sites (2008) Top search engines (2008) Unique visitors Search engine Site per month TUT.by tut.by 1,060,739 Google.ru av.by 150,348 Yadex.ru gismeteo.by 118,215 Mail.ru abw.by 101,379 Rambler.ru pogoda.by 90,681 Source: ZenithOptimedia evaluation charter97.org 87,729 irr.by 80,537 kp.by 78,834 pressball.by 77,108 afn.by 68,892 Source: Akavita

43 BELARUS: INTERNET

Top ten internet Top ten internet product advertisers (2008) categories (2008) Advertiser Category MTS Auto Velcom Mobile communications Samsung Banks Priorbank Technology Belrosbank Services Life :) IT VW FMCG Peugeot Building Dacia Internet providers Renault Property Source: Akavita Source: Akavita

Top internet Top internet owners (2008) sales houses (2008) Owner Sales house Nadezhnie programmy Nadezhnie programmy Onliner RG media Otkritiy kontakt Source: ZenithOptimedia evaluation Kosht proekt Source: ZenithOptimedia evaluation

44 BELARUS: OVERALL

OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Advertiser Category Velcom FMCG MTS Telecommunications Procter & Gamble Pharmaceutical Berlin -Chemi Lotteries Nestle Banks L'Oréal Auto Priobank Source: ZenithOptimedia evaluation Renault Life Sportpari Source: ZenithOptimedia evaluation Top media Top owners (2008) sales houses (2008) Owner Sales house BelKP Press Video International Belpronto Advert Media SPN Rematis Nadezhnye programmy Belteleradiocompany Source: ZenithOptimedia evaluation Nadezhnye programmy Big Board Skimen Prospect Press Source: ZenithOptimedia evaluation

45 BOSNIA-HERZEGOVINA: ECONOMIC DATA

BOSNIA-HERZEGOVINA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1.34 BAM at 2008 rate

Gross Domestic Product (BAM million) at current prices 11,599 12,829 14,505 15,786 16,928 19,121 20,950 23,738 % change 15.4 10.6 13.1 8.8 7.2 13.0 9.6 13.3 at 2008 prices 14,674 15,681 17,572 18,915 19,579 20,844 22,500 23,738 % change 9.9 6.9 12.1 7.6 3.5 6.5 7.9 5.5

Gross Domestic Product per capita (BAM) at current prices 3,013 3,394 3,837 4,176 4,478 5,058 5,542 6,297 at 2008 prices 3,811 4,148 4,649 5,004 5,180 5,514 5,952 6,297

Gross Domestic Product (US$ million) at current prices 8,688 9,610 10,865 11,825 12,680 14,323 15,693 17,781 at 2008 prices 10,992 11,746 13,162 14,169 14,666 15,613 16,854 17,781

Gross Domestic Product per capita (US$) at current prices 2,257 2,542 2,874 3,128 3,355 3,789 4,152 4,716 at 2008 prices 2,855 3,107 3,482 3,748 3,880 4,131 4,459 4,716

Population Millions 3.9 3.8 3.8 3.8 3.8 3.8 3.8 3.8

Consumer Price Index 2008=100 79.0 81.8 82.5 83.5 86.5 91.7 93.1 100.0 % change 5.0 3.5 0.9 1.1 3.6 6.1 1.5 7.4

Ad.spend as a % of GDP - 1.13 1.15 1.30 1.46 1.66 1.67 2.02

Advertising Expenditure Growth (%) at current prices - - 14.9 23.5 20.2 28.6 10.5 36.9 at 2008 prices - - 13.8 22.2 16.0 21.2 8.9 27.5 Source: CIA, ZenithOptimedia

46 BOSNIA-HERZEGOVINA: ADVERTISING EXPENDITURE/POPULATION

ADVERTISING EXPENDITURE

Advertising expenditure in BAM million at current prices News- Magaz- Total papers ines TV Radio Outdoor Internet 2002 144.7 6.1 3.7 88.0 9.8 37.2 0.0 2003 166.2 5.5 2.3 113.4 9.8 35.2 0.0 2004 205.4 12.1 9.4 146.7 7.8 29.3 0.0 2005 246.8 13.7 7.8 195.6 9.8 19.6 0.3 2006 317.4 17.6 9.8 266.0 5.9 17.6 0.5 2007 350.7 21.5 9.8 293.4 9.8 15.6 0.6 2008 480.1 23.5 11.7 414.6 11.7 17.6 1.0

Advertising expenditure in BAM million at constant 2008 prices News- Magaz- Total papers ines TV Radio Outdoor Internet 2002 176.9 7.4 4.5 107.6 12.0 45.4 0.0 2003 201.4 6.6 2.8 137.4 11.8 42.6 0.0 2004 246.1 14.5 11.2 175.8 9.4 35.2 0.0 2005 285.4 15.8 9.0 226.2 11.3 22.6 0.4 2006 346.0 19.2 10.7 290.0 6.4 19.2 0.6 2007 376.7 23.1 10.5 315.1 10.5 16.8 0.7 2008 480.1 23.5 11.7 414.6 11.7 17.6 1.0 Source: MIB Ad monitoring Notes: 1. Excludes production costs 2. Before discounts 3. Excludes agency commission 4. Excludes classified POPULATION

Land area (km²) 51,129 Capital city Sarajevo Languages Bosnian, Croatian, Serbian Currency Convertible Mark (BAM)

Population distribution (%) Adult status Total Total Age (000s) Status (000s) 15-17 7.4 AB 6.6 18-24 16.8 C1 6.9 25-34 23.9 C2 9.5 35-44 19.9 D 19.1 45-54 15.9 E 15.8 55-65 16.1 Source: ZenithOptimedia records Source: MIB Ad Monitoring

47 BOSNIA- HERZEGOVINA: TELEVISION

TELEVISION

Number of households: 1,650,000

Number of television households: 1,600,000 (97.0%)

Television homes with: Colour 96.3% VCR 53.0% DVD 52.1% Cable (connection) - total 52.8% Digital cable (connection) 52.8% Satellite dish (DTH) - total 37.9% Source: ZenithOptimedia records

TV licence cost (per year, if any): €36.81

Average minutes viewed per day per adult: 281

Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 6 Cable (digital) 8 DTH (analogue) 3 Source: ZenithOptimedia records

48 BOSNIA-HERZEGOVINA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial BHT1 90 18 67 FTV 85 20 544 RTRS 74 20 189 Commercial OBN 78 18 1,235 Mreza Plus 78 12 256 NTV Hayat 75 18 924 Pink BH 78 24 1,107 Source: ZenithOptimedia records

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (BAM) (000s) (BAM) FTV 2000 1,227 96 12.8 BHT 1930 1,227 33 37.2 NTV Hayat 1930 767 66 11.6 OBN 2230 614 36 17.1 Pink BH 1630 1,012 105 9.6 RTRS 1930 614 36 17.1 Mreza Plus 2200 1,227 105 11.7 Source: ZenithOptimedia records

Average CPT (all commercial channels): BAM 14.0

49 BOSNIA-HERZEGOVINA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) 2008 Channel Adults Non-commercial BHT1 6.6 FTV 11.4 RTRS 6.1 Commercial OBN 5.7 Mreza Plus 12.1 NTV Hayat 6.5 Pink BH 14.1 Source: ZenithOptimedia records

Top ten television programmes (2008) Adult Programme Channel TVR Euro 2008 BHT1 22.3 BHT1 21.3 Lud, Zbunjen, Norm. FTV 18.5 Champions League BHT1 18.1 World Cup Qual. Mreza Plus 17.4 Big Brother Pink BH 15.6 60 Minutes FTV 14.4 Grand Show Pink BH 14.3 Tesko Je Biti Fin Movie FTV 14.1 Handball Euro 08 BHT1 13.1 Source: ZenithOptimedia records

50 BOSNIA-HERZEGOVINA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser BAM (000s) Category BAM (000s) Procter & Gamble 18,117 House cleaning 39,346 Coca-Cola 10,761 Personal care 28,155 Beiersdorf 10,125 Food 24,958 Henkel 8,544 Beverages 20,975 SC Johnson 8,035 Telecommunications 17,054 Dita 7,519 Cosmetics 15,908 BH Telecom 6,563 Sales 10,705 Unilever 6,375 Banking 4,522 Reckitt Benckiser 6,356 Pharmaceuticals 4,143 HT Mostar 5,063 Cars 3,178 Source: ZenithOptimedia records Source: ZenithOptimedia records

Top television Top television owners (2008) sales houses (2008) TV revenue TV billing Owner BAM (000s) Sales house BAM (000s) Pink BH 67,499 Media United 20,000 OBN 56,086 Media Group 11,000 FTV 37,115 Source: ZenithOptimedia records NTV Hayat 20,136 Mreza Plus 15,238 BHT 1 13,724 ATV 12,578 RTRS 10,072 Source: ZenithOptimedia records

51 BOSNIA-HERZEGOVINA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) BAM BAM BAM (d) 55 609 562 0.9 731 Press (d) 22 103 - - 486 Euro (d) 21 149 450 3.0 665 Oslobodjenje (d) 20 64 526 8.2 682 Vecernji list (BH izdanje) (d) 15 77 672 8.7 914 (d) 14 59 511 8.7 614 San (d) 14 7 307 43.8 460 As (d) 12 9 - - 230 (d) 10 19 460 24.2 598 (d) 3 19 460 24.2 598 Source: ZenithOptimedia records

Average CPT (B/W): BAM 3.9

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser BAM (000s) Telekom Srpske 553.2 OBN 442.0 BH Telecom 441.8 Robot Comerce 409.0 Avaz Roto Press 377.4 ASA Prevent Group 333.5 HT (Hrvatske Telekomunikacije) Mostar 282.7 Agrokor 226.9 Telefonske Usluge Nepoznato 198.1 Hypo Group Alpe Adria 177.6 Source: PULS

52 BOSNIA-HERZEGOVINA: NEWSPAPERS

Top ten newspaper product categories (2008) Newspaper expenditure Category BAM (000s) Department stores/retail/hypermarkets 2,139.6 Telecommunications 1,935.0 Cars 1,585.0 Banking 767.4 Pharmaceuticals 256.1 Non-alcoholic drinks 94.9 Food 56.3 Dairy products 51.7 Alcohol 50.7 Personal care 32.0 Source: PULS

Top newspaper Top newspaper owners (2008) sales houses (2008) Newspaper revenue Sales house Owner BAM (000s) Media United Avaz roto pres 4,432.5 Media Group Dnevni List 2,700.4 Avaz roto pres Nezavisne Novine 1,703.4 Source: ZenithOptimedia records Oslobodenje 1,025.5 PressRS 742.9 Glas Srpske 739.7 Vecernji List BH 564.1 IP "Euroblic Press" 394.5 Source: ZenithOptimedia records

53 BOSNIA-HERZEGOVINA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) BAM BAM Auto Auto pijaca 10 21 506 24.1 Auto Magazin (m) 8 54 614 11.4 Auto Plus (m) 8 - 741 - Auto Shop Magazin (m) 7 31 614 19.8 Auto (m) 7 - 767 - ProAuto 7 - 767 - Women's Ljepota & Zdravlje (m) 20 218 716 3.3 Azra (w) 20 121 358 3.0 Gracija (w) 20 64 1,023 16.0 Gusto (w) 20 - 793 - kuharica (m) 15 22 102 4.6 Bebe i mame (m) 10 19 307 16.1 Banke u Bosni i Hercegovini (m) 2 - 409 - General interest Weekend (w) 50 - 1,007 - Express (w) 40 113 235 2.1 Svijet (w) 30 85 511 6.0 Zdravlje u kuci (m) 23 68 307 4.5 (w) 20 37 665 18.0 Dani (w) 20 29 1,125 38.8 Magazine (m) 20 - 1,023 - Global (w) 20 - 767 - Scandal (w) 20 - 511 - Super Oglasi (w) 17 - 256 - Oglasnik od a do z (w) 17 - 179 - MaxiStars (bm) 12 - 562 - Mali oglasi-Menadzer Company (w) 10 25 173 6.9 Srce i secer (m) 10 21 307 14.6 (bm) 10 20 1,023 51.1 Moj Dom (m) 10 20 455 22.8 Novi reporter (w) 10 - 460 - Republika (w) 10 - 614 - Intermezzo (m) 10 - 506 - Sport Centar (w) 8 - 511 - Mobih (m) 5 5 665 132.9 Info magazin (m) 5 - 614 - Mobil Info (m) 5 - 614 - BiH Lider (w) 3 - 716 - Business magazin (bm) 3 - 1,023 - Poslovne novine (m) 2 - 409 - Source: PULS

Average CPT (Colour): BAM 10.0

54 BOSNIA-HERZEGOVINA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser BAM (000s) Category BAM (000s) Telekom Srpske 195.1 Cars 787.4 Unipromet 151.3 Department stores/retail/hypermarkets 594.0 OBN 144.1 Telecommunications 469.8 BH Telecom 144.0 Banking 407.1 Procter & Gamble 132.5 Personal care 334.4 HT Mostar 111.0 Pharmaceuticals 243.5 ASA Prevent Group 100.8 Soft drinks 150.9 Hypo Group Alpe Adria 86.4 Alcohol 117.2 Javni Radiotelevizijski Servis 79.5 House cleaning 114.0 Renault 78.1 Food 96.3 Source: MIB Source: MIB

Top ten magazine Top magazine owners (2008) sales houses (2008) Magazine revenue Sales house Owner BAM (000s) Media United Civitas 1,742.0 Media Group D.O.O Pres - Sing 552.8 Avaz roto pres Oxigen 540.8 Source: MIB NIK Denameda 470.7 Maxi Press 422.1 Avaz roto pres 411.5 NIGD "Og Press" 303.4 Auto Media Group 192.6 Auto Shop Magazin 159.0 Dnevni list 157.2 Source: MIB

55 BOSNIA-HERZEGOVINA: OVERALL

OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser BAM (000s) Category BAM (000s) Procter & Gamble 18,266 House cleaning 39,460 Coca-Cola 10,804 Personal care 28,521 Beiersdorf 10,175 Food 25,110 Henkel & Schwarzkopf 8,544 Beverages 20,975 SC Johnson Wax 8,044 Telecommunications 19,459 Dita Tuzla 7,590 Cosmetics 15,908 BH Telecom 7,149 Sales 10,705 Unilever 6,375 Cars 5,551 Reckitt Benckiser 6,366 Pharmaceuticals 4,643 HT Mostar 5,457 Banking 4,522 Source: MIB Source: MIB Top ten media Top owners (2008) sales houses (2008) Media revenue Media revenue Owner BAM (000s) Sales house BAM (000s) Pink BH 67,499 Media United 20,000 OBN 56,086 Media Group 11,000 FTV 37,115 Avaz roto pres - NTV Hayat 20,136 Source: ZenithOptimedia records Mreza Plus 15,238 BHT 1 13,724 ATV 12,578 RTRS 10,072 Avaz roto pres 4,432 Dnevni List 2,700 Source: ZenithOptimedia records

56 BULGARIA: ECONOMIC DATA

BULGARIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 1.34 BGN at 2008 rate

Gross Domestic Product (BGN billion) at current prices 29.7 32.4 34.6 38.8 42.8 49.4 56.5 66.7 % change 11.0 9.1 6.9 12.1 10.2 15.3 14.5 18.1 at 2008 prices 46.8 48.3 50.5 53.3 55.9 60.1 63.5 66.7 % change 3.4 3.1 4.7 5.4 5.0 7.5 5.6 5.1

Gross Domestic Product per capita (BGN 000s) at current prices 3.7 4.1 4.4 5.0 5.5 6.4 7.4 8.8 at 2008 prices 5.9 6.1 6.4 6.8 7.2 7.8 8.3 8.8

Gross Domestic Product (US$ million) at current prices 22,221 24,235 25,900 29,037 32,010 36,919 42,274 49,909 at 2008 prices 35,028 36,118 37,800 39,838 41,815 44,967 47,491 49,909

Gross Domestic Product per capita (US$) at current prices 2,795 3,072 3,304 3,728 4,136 4,801 5,533 6,576 at 2008 prices 4,406 4,578 4,821 5,114 5,402 5,847 6,216 6,576

Population Millions 8.0 7.9 7.8 7.8 7.7 7.7 7.6 7.6

Consumer Price Index 2008=100 63.4 67.1 68.5 72.9 76.6 82.1 89.0 100.0 %change 7.4 5.8 2.1 6.4 5.0 7.3 8.4 12.3

Adspend as a % of GDP 0.87 1.06 1.19 1.23 1.41 1.53 1.67 1.75

Advertising Expenditure Growth (%) at current prices 44.2 32.0 20.5 16.3 26.0 24.7 25.1 23.7 at 2008 prices 34.3 24.8 18.0 9.3 20.0 16.3 15.3 10.1 Source: IFS, ZenithOptimedia

57 BULGARIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in BGN (mill) at current prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 70.1 19.7 5.2 45.2 - - - 1999 106.6 32.3 8.4 65.8 - - - 2000 179.6 44.2 10.2 108.4 - 16.8 - 2001 259.0 40.0 14.0 179.0 - 26.0 - 2002 342.0 60.0 40.0 200.0 - 42.0 - 2003 412.0 77.0 20.0 261.0 8.0 46.0 - 2004 476.3 79.6 27.8 325.4 20.0 23.5 2.8 2005 598.2 86.0 49.0 413.0 18.0 32.2 5.5 2006 740.8 90.0 64.0 477.0 20.0 89.8 12.0 2007 922.1 93.0 83.0 617.0 22.0 107.1 19.3 2008 1,131.8 91.0 98.0 791.0 28.0 123.8 33.0 Source: TNS, BBSS Gallup Notes: 1. Before discounts 2. Excludes production costs 3. Excludes agency commission 4. Includes classified 5. 1998 figures have been changed to reflect the currency redenomination in July 1999. 1 new Lev (BGN) = 1,000 old Leva 6. Internet figures are display only

Main advertising restrictions Tobacco: Banned on TV and radio. Only the trademark and the logo can be shown in print/outdoor. Alcohol: Banned before 10pm on TV and radio; only the trademark and the logo can be shown afterward. Only the trademark and logo can be shown in print and outdoor; cannot issue a direct invitation to drink. Pharmaceutical: Only OTCs can be advertised on radio and TV. Children's: No ad breaks in children's programmes.

58 BULGARIA: POPULATION

POPULATION

Land area (km²) 110,550 Capital city Sofia Language Bulgarian Currency Lev

Population by age Male Female Total (000s) (000s) (000s) 0-15 526 499 1,031 16-24 512 468 1,024 25-34 572 543 1,141 35-44 518 515 1,056 45-54 502 528 1,081 55-64 463 538 1,017 65+ 533 752 1,324 Total 3,720 3,958 7,679 Source: NSI

Adult status Male Female Total (000s) (000s) (000s) AB 447 604 1,051 C1 1,462 1,365 2,827 C2 1,036 1,013 2,049 D 402 632 1,033 E 213 220 433 No answer 67 8 75 Total 3,626 3,842 7,468 Source: NSI

Definition of adult status AB = high education/collage C1 = secondary education C2 = primary education D = elementary school E = illiterate

59 BULGARIA: TELEVISION

TELEVISION

Number of households: 2,938,462

Number of television households: 2,806,654 (95.5%)

Television homes with: Colour 99% VCR 12% DVD 37% Cable (connection) - total 65% Satellite dish (DTH) - total 9% IPTV 1% Source: TV Plan/TNS

No TV licence fee

Average minutes viewed per day per adult: 224.8

Average pay-TV subscription cost Average monthly subscription BGN Cable (analogue) 20 DTH (analogue) 25 IPTV 25 Source: TV Plan/TNS

60 BULGARIA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial bTV 97 24 1,057 Diema Femily 70 24 829 Nova TV 86 24 828 TV7 65 24 770 Diema 70 24 707 Diema 2 70 24 705 Fox Life 70 24 670 bTV Comedy (GTV) 70 24 458 BNT1 100 24 377 PRO.BG (TV2) 75 24 317 Source: TV Plan/TNS, ZenithOptimedia

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time BGN (000s) BGN bTV 1900-2330 4,453 802 5.6 Nova 1800-2400 2,591 439 5.9 BNT1 1900-2200 797 315 2.5 Diema 1800-2400 590 54 10.9 Diema Femily 1800-2400 348 48 7.2 PRO.BG (TV2) 1800-2300 130 45 2.9 bTV Comedy (GTV) 1800-2300 82 21 3.9 TV7 1800-2300 350 16 21.6 Fox Life 1800-2300 65 12 5.5 Diema 2 1800-2400 120 12 10.3 Source: TV Plan/TNS

Average CPT (all commercial channels): BGN 5.4

61 BULGARIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) 2008 Channel Individuals Adults Commercial bTV 36.7 37.0 Nova 17.1 17.5 BNT1 13.6 14.2 Diema 2.8 2.8 Diema Family 3.2 2.6 PRO.BG (TV2) 1.9 1.9 Fox Life 1.6 1.3 bTV Comedy (GTV) 1.4 1.2 Diema 2 0.9 0.9 TV7 0.8 0.8 Source: TV Plan/TNS

Top ten television programmes (2008) Adult Programme Channel TVR Survivor bTV 30.4 Weather forecast bTV 30.0 bTV Reporters bTV 29.8 Sport news bTV 28.2 News bTV 28.1 Dancing Stars bTV 27.8 The great Six bTV 27.4 News bTV 26.9 Sport news bTV 26.7 News bTV 26.6 Source: TV Plan/TNS

62 BULGARIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser BGN (000s) Category BGN (000s) Procter & Gamble 44,619 Cosmetics 126,789 Globul 28,452 Food 112,896 Mobiltel 28,421 Drinks 107,278 Coca-Cola 27,177 Telecommunications 99,173 Nestlé 25,887 Pharmaceuticals 81,027 Ficosota Sintez 22,548 Financial services 53,357 L'Oréal 21,238 Household chemicals 53,138 Henkel 20,180 Retail 37,894 Unilever 18,540 Motoring 31,179 Kraft 18,454 Household appliances 14,299 Source: TV Plan/TNS Source: TV Plan/TNS

Top television Top television owners (2008) sales houses (2008) TV revenue TV revenue Owner BGN (000s) Sales house BGN (000s) Corporation 69,562 Argent 1,075 MTG 17,887 Piero 918 CME - Marketing & Communications 867 Source: Trade statistics Source: Trade statistics

63 BULGARIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) BGN BGN BGN 19' (d, N) 250 292 - - 4,500 Novinite dnes (d, N) 150 88 - - 9,000 24 chasa/Dneven Trud (d, N) 130 1,373 21,796 15.9 29,432 Telegraf (d, N) 110 612 6,451 10.5 9,747 168 chasa (w, N) 80 326 4,208 12.9 5,674 Standart (d, N) 65 456 7,328 16.1 11,584 Sedmichen Trud (w, N) 50 224 4,515 20.1 6,099 7 Dni Sport (d, N) 30 218 3,310 15.2 4,413 Meridian match (d, N) 30 95 2,730 28.7 3,822 Novinar (d, N) 30 88 2,995 33.9 5,990 Monitor (d, N) 30 68 9,323 137.1 12,620 Capital (w, N) 29 88 5,200 58.8 7,800 Sega (d, N) 20 61 4,729 77.3 6,771 (d, N) 13 75 4,100 54.8 6,150 Banker (w, N) 11 27 5,470 201.1 7,658 Pari (d, N) 10 20 - - 6,850 Klasa (d, N) 10 20 3,900 191.2 5,850 Source: TV Plan/TNS

Average CPT (B/W): BGN 23.1

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser BGN (000s) Mobiltel 6,495.5 First Investment Bank 3,731.5 BTK 2,684.2 Raiffeisen Bank 2,358.8 Globul 1,703.5 DSK Bank 1,598.8 Porsche 1,514.3 Unicredit Bulbank 1,389.7 Moto Pfohe 1,313.4 Kia Motors 1,194.5 Source: TV Plan/TNS

64 BULGARIA: NEWSPAPERS

Top ten newspaper product categories (2008) Newspaper expenditure Category BGN (000s) Financial services 17,713 Motoring 17,404 Telecommunications 15,890 Publishing 12,643 Construction/property 4,131 Miscellaneous 3,420 Pharmaceuticals 2,943 Office equipment 2,682 Recruitment 2,089 Retail 1,928 Source: TV Plan/TNS

Top newspaper Top newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner BGN (000s) Sales house BGN (000s) Economedia 3,304 Argent 1,075 Standart News 2,011 Piero 918 Vestnikarska Grupa Bulgaria 1,333 Marketing & Communications 867 Nova Bulgarska mediina grupa 36 Grain 763 Monitor Press Group - Source: Trade statistics Source: Trade statistics

65 BULGARIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT 2w=twice weekly Circulation readership Colour Colour Title (000s) (000s) BGN BGN Kulinaren Jurnal (m) 87 - 2,400 - Jurnal za jenata (w) 75 423 5,400 12.8 Cosmopolitan (m) 60 245 9,350 38.2 Programata (w) 60 - 7,628 - Glamour (m) 50 - 6,000 - Playboy (m) 45 94 7,650 81.4 National geographic (m) 43 257 8,400 32.7 Joy (m) 40 81 5,000 61.7 Madame Figaro (m) 40 - 4,498 - Bliasak (w) 36 492 3,200 6.5 (m) 35 159 7,500 47.2 OK (m) 35 35 5,400 154.3 Story (w) 30 187 3,900 20.9 Healthy Jurnal (m) 30 - 2,300 - Hi Club (w) 25 223 920 4.1 Autobild (w) 25 174 1,700 9.8 Anna (m) 25 32 3,423 107.0 FHM (m) 25 - 7,432 - Geo (m) 25 - 6,500 - Paraleli (w) 23 107 1,725 16.1 Hair, Style and Beauty (m) 20 116 3,824 33.0 Tia (w) 20 53 3,750 70.8 Amica (m) 20 24 5,476 228.2 Max (m) 20 - 5,476 - Vice (m) 20 - 4,694 - Casa Viva (m) 20 - 3,292 - EVA (m) 19 118 3,912 33.1 Jenata Dnes (m) 19 151 3,668 24.3 Elle (m) 18 36 8,500 236.1 Harper's Bazaar (m) 18 22 8,500 386.4 Bella (m) 18 20 2,640 132.0 Nash Dom (m) 15 145 1,900 13.1 Bravo (m) 15 57 1,500 26.3 My baby and Me (m) 15 37 1,150 31.1 Mode (m) 15 32 2,934 91.7 Brava Casa (m) 15 18 3,423 190.2 Good Food (m) 15 - 4,025 - Bakhus 15 - 2,700 - My Child (m) 15 - 2,000 - Auto Okazion (2w) 14 78 650 8.3

66 BULGARIA: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT 2w=twice weekly Circulation readership Colour Colour Title (000s) (000s) BGN BGN Maxim (m) 13 71 5,450 76.8 Manager (m) 13 62 3,190 51.5 Auto-Jurnal (m) 13 40 1,974 49.3 Maximum (m) 13 21 2,600 123.8 Beauty (m) 13 13 3,129 240.7 9 Months (m) 12 20 979 49.0 Tema (w) 10 69 3,168 45.9 Ideal Home (m) 10 44 1,700 38.6 Odicey (m) 10 25 1,800 72.0 Mama (m) 10 20 1,300 65.0 The Explorer (bm) 10 11 2,900 263.6 L' Europeo (bm) 10 - 4,890 - 8 Eight (m) 10 - 2,835 - Hi Comm (m) 9 11 2,904 264.0 F1 Racing (m) 8 16 2,400 150.0 The Home (m) 8 13 3,012 231.7 Off-road BG 8 - 1,600 - Motor how (m) 7 17 4,025 236.8 One (m) 7 - 2,760 - Lov and Ribolov (m) 7 58 520 9.0 Hairdress and Style (m) 5 41 3,520 85.9 Top Gear (m) 5 23 5,750 250.0 Club F1 (m) 5 13 2,137 164.4 Source: TV Plan/TNS

Average CPT (Colour): BGN 41.9

67 BULGARIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser BGN (000s) Category BGN (000s) Procter & Gamble 1,829.9 Hobbies/fashion/sport 17,377 K & K 1,631.7 Cosmetics 14,257 L'Oréal 1,398.5 Telecommunications 9,473 Mobiltel 1,350.4 Retail 9,080 Beiersdorf 1,239.5 Motoring 8,160 Globul 1,102.7 Construction/property 5,675 BTK 1,025.3 Publishing 5,511 Porsche 908.3 Drinks 4,866 Nissan 899.8 Pharmaceuticals 3,777 First Investment Bank 879.2 Tourism 3,261 Source: TV Plan/TNS Source: TV Plan/TNS

Top magazine Top magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner BGN (000s) Sales house BGN (000s) MTG 17,887 Argent 1,075 Sanoma 3,128 Piero 918 Atika Media Bulgaria 1,273 Marketing & Communications 867 Programata Meida Group 324 Grain 763 QM 40 Source: Trade statistics Bolkan media group - Liberis media - Source: Trade statistics

68 BULGARIA: RADIO

RADIO

Number of commercial radio stations: 304 Source: Council for Electronic Media

Average daily listening minutes per adult: 145.8 Source: TV Plan/TNS

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time BGN (000s) BGN National Radio 1 music 0700-1100 121 39 3.1 news 0700-1000 200 30 6.7 Veselina music 0800-1100 190 25 7.6 N-JOY music 0700-1000 82 24 3.4 BG Radio music 0700-1100 61 23 2.7 Darik news 1800-1830 320 21 15.2 Vitosha music 0800-1100 150 21 7.1 Fresh music 0700-1200 85 17 5.0 FM + music 0700-1200 85 13 6.5 City music 1000-1700 65 10 6.5 Main regional Radio Varna news 0900-1200 12 2 6.0 Katra FM Plovdiv music 0800-1100 10 1 10.0 Radio Favorit V. Tar music 0900-1100 10 - - Radio Stara Zagora news 0700-1200 9 1 9.0 Radio Plovdiv news 0700-0900 7 1 7.0 Radio Alpha Varna music 1600-1900 4 - - Source: TV Plan/TNS

Average CPT (all commercial stations): BGN 6.1

69 BULGARIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser BGN (000s) Category BGN (000s) Mobiltel 882.1 Retail 3,872.8 Nestlé 423.8 Telecommunications 2,519.9 Aiko 423.8 Tourism 2,173.7 BTK 302.1 Motoring 1,715.8 Globul 249.1 Construction/property 1,673.4 On Clinic 244.4 Food 1,282.6 Aron 219.4 Pharmaceuticals 1,091.3 Iliantsi 210.1 Miscellaneous 998.1 Ekometal 203.8 Publishing 989.9 Shell 184.6 Hobbies/fashion/sport 968.6 Source: TV Plan/TNS Source: TV Plan/TNS Note: TV Plan monitors seven radio stations with national coverage only. These are FM+, Darik, Horizont, Radio 1, BG radio, Vitosha and Veselina

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner BGN (000s) Sales house BGN (000s) C J 262 Argent 1,075 Communicorp. Group 34 Piero 918 ProSieben Sat 1 Group - Marketing & Communications 867 Emmis Bulgaria Group - Source: Trade statistics SBS Broadcasting - Balkan News Corp. - Source: Trade statistics

70 BULGARIA: OUTDOOR

OUTDOOR

Number of outdoor sites: 10,314

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (BGN) Piza billboards 6,657 1,700 Paper billboards 833 1,600 Mega billboards 618 6,000 City lights, “Rockets”, three sided “Rockets”, 1,805 850 bus stops, underground Arches 30 7,500 Blind walls 371 5,500 Source: Piero 97 Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser BGN (000s) Category BGN (000s) Mobiltel 1,030.8 Telecommunications 4,978.4 BTK 939.2 Motoring 4,238.0 Nestlé 896.4 Financial services 3,201.4 Globul 755.2 Drinks 2,624.0 Kraft 640.7 Hobbies/fashion/sport 2,220.2 Raiffeisen Bank 516.7 Food 1,755.4 Bulgarian Post Bank 473.3 Retail 1,698.8 DSK Bank 472.4 Tobacco 1,599.9 Renault 467.5 Tourism 1,076.2 Nissan 459.1 Publishing 851.7 Source: TV Plan/TNS Source: TV Plan/TNS Note: TV Plan/TNS monitors only OOH in Sofia and only Piza Billboard formats Top outdoor contractors (2008) Outdoor revenue Contractor BGN (000s) News Outdoor Bulgaria 2,158 Idea Komm 1,341 Metropolis 898 Bulmedia 412 Krivizki&Co 234 Wall Street 221 Labirint Outdoor Media - Street Plakat - Kresli - Source: Trade statistics

71 BULGARIA: CINEMA

CINEMA

Number of cinema screens: 239 Source: National Institute of Statistics Average cost of a 60 sec. spot - all screens for a typical national campaign per week: BGN 22,688 Source: CBO Average CPT, 60'' spot: BGN 353 Number of screens used in typical national campaign: 103 Source: CBO Trend in admissions Admissions Gross takings (mill) BGN (mill) 2002 2.4 9.4 2003 3.0 11.7 2004 2.8 12.0 2005 2.4 11.7 2006 2.5 12.2 2007 2.6 12.4 2008 2.9 13.6 Source: CBO Cinema audience profile Age % <15 3.9 15-25 44.2 26-35 34.6 36-45 14.1 46+ 3.2 Sex % Male 47.0 Female 53.0 Income (€ per month) % Up to 125 19.0 126-200 10.0 201-325 22.0 326-400 9.0 401-500 12.0 Over 500 6.0 No answer 22.0 Source: CBO, TV Plan/TNS

72 BULGARIA: CINEMA

Top ten films (2008) Gross takings Film BGN Indiana Jones and the Kingdom of the Crystal Skull 847,743 Sex and the City: The Movie 572,604 James Bond: Quantum of Solace 553,770 The Mummy 3 506,512 10,000 B.C. 440,228 Hancock 431,385 Wanted 423,584 Journey to the Center of the Earth 421,524 Madagaskar 2 350,768 Mamma Mia! 344,064 Source: CBO Note: Box office, week 6

Top ten cinema Top cinema advertisers (2008) product categories (2008) Advertiser Category Coca-Cola Beverages Nestlé Food Adidas Healthcare & beauty Nivea Telecommunications Absolut Services Shell Transport HP Audio/TV/PC Nokia Culture & leisure Jameson Source: CBO Heineken Source: CBO Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house Arena Cinemas Cinema Box Office Shop Cinema City Source: CBO Cineplex Source: CBO

73 BULGARIA: INTERNET

INTERNET

Homes with internet connection: 1,067,000 (36.3%)

Adult (18+) internet users: 2,987,218

Typical monthly cost of internet access: BGN 25

Average minutes spent online Per day Adults At home 23 At work 19 Total 42 Source: Gemius Cost of display ads Typical cost per thousand Type (BGN) Standard flash banner 10.5 Rich media banner 20.0 Video banner 20.0 Transition page 30.0 Wallpaper 25.0 Peel away 25.0 Source: ZenithOptimedia Internet user profile Age % up to 15 2.2 16-24 27.7 25-34 25.5 35-54 37.6 55-64 6.2 65+ 0.8 Sex % Male 49.5 Female 50.5 Income (BGN per month) % Less than 400 19.2 400-799 27.7 800-1,499 13.4 Over 1,500 4.3 No income 9.8 No answer 25.7 Source: Gemius

74 BULGARIA: INTERNET

Top ten internet sites (2008) Top search engine (2008) Unique visitors Site per month Search engine Abv.bg 3,007,102 Google Vbox7.com 1,766,760 Source: ZenithOptimedia records Netinfo 1,211,693 Gbg.bg 1,118,087 Start.bg 849,005 Aha.bg 718,976 BG-mamma.com 674,407 Svejo.net 660,562 Dnes.bg 657,339 Dnevnik.bg 599,805 Source: Nielsen Top ten internet Top ten internet product advertisers (2008) categories (2008) Advertiser Category Vivatel Telecommunications Reiffeisenbank Bulgaria Finance Globul Auto BTC Betting UBB Electronics Mobiltel Food & beverages Sportingbet Services Bet-at-home Tourism/transport Betfair Entertainment First Investment Bank Other Source: ZenithOptimedia records Source: ZenithOptimedia records

Top ten internet Top internet owners (2008) sales houses (2008) Internet revenue Internet revenue Owner BGN (000s) Sales house BGN (000s) Economedia 3,304 Argent 1,075 Sanoma 3,128 Piero 918 Darik Net - Source: Trade statistics DIR - Investor - Mail.bg - MSKey Group - Netinfo - Web Media Group - Webground - Source: Trade statistics

75 BULGARIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 68.8 87.0 93.7 Radio 63.8 85.0 89.8 Source: TV Plan/TNS OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser BGN (000s) Category BGN (000s) Procter & Gamble 46,724 Cosmetics 142,287 Mobiltel 38,180 Telecommunications 132,036 Globul 32,263 Food 117,701 Coca-Cola 28,098 Drinks 116,992 Nestlé 27,721 Pharmaceuticals 89,245 L'Oréal 22,666 Financial services 77,952 Ficosota Sintez 22,657 Motoring 62,697 BTK 21,558 Household chemicals 54,628 Henkel 20,238 Retail 54,474 Kraft 19,355 Hobbies/fashion/sport 33,896 Source: TV Plan/TNS Source: TV Plan/TNS Top media Top owners (2008) sales houses (2008) Media revenue Media revenue Owner BGN (000s) Sales house BGN (000s) Balkan News Corporation 69,562 Argent 1,075 MTG 17,887 Piero 918 Sanoma 3,128 Marketing & Communications 867 Standart News 2,011 Grain 763 Vestnikarska 1,333 Source: Trade statistics Atika Media 1,273 QM 40 Nova Bulgarska 36 CME - Source: ZenithOptimedia

76 CROATIA: ECONOMIC DATA

CROATIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 4.94 Kuna at 2008 rate

Gross Domestic Product (Kuna billion) at current prices 165.6 208.2 227.0 245.6 264.4 286.3 314.2 341.5 % change 8.6 25.7 9.0 8.2 7.7 8.3 9.7 8.7 at 2008 prices 203.5 251.6 269.5 285.9 297.8 312.6 333.3 341.5 % change 4.6 23.7 7.1 6.1 4.1 5.0 6.6 2.5

Gross Domestic Product per capita (Kuna 000s) at current prices 36.8 46.6 50.9 55.2 59.5 64.5 70.9 77.3 at 2008 prices 45.2 56.3 60.4 64.3 67.1 70.4 75.2 77.3

Gross Domestic Product (US$ billion) at current prices 33.6 42.2 46.0 49.8 53.6 58.0 63.7 69.2 at 2008 prices 41.2 51.0 54.6 57.9 60.3 63.3 67.5 69.2

Gross Domestic Product per capita (US$ 000s) at current prices 7.5 9.4 10.3 11.2 12.1 13.1 14.4 15.7 at 2008 prices 9.2 11.4 12.2 13.0 13.6 14.3 15.2 15.7

Population Millions 4.5 4.5 4.5 4.5 4.4 4.4 4.4 4.4

Consumer Price Index 2008=100 81.4 82.7 84.2 85.9 88.8 91.6 94.3 100.0 % change 3.8 1.6 1.8 2.0 3.4 3.2 2.9 6.1

Ad.spend as a % of GDP 1.12 1.13 1.25 1.31 1.56 1.70 1.73 1.64

Advertising Expenditure Growth (%) at current prices 46.0 27.5 20.5 12.9 28.4 17.8 11.8 3.2 at 2008 prices 40.6 25.4 18.3 10.7 24.2 14.2 8.7 -2.7 Source: IFS, ZenithOptimedia

77 CROATIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Kuna (mill) at current prices News- Magaz- Total papers ines TV Outdoor Internet 2000 1,268 192 146 827 103 - 2001 1,851 285 191 1,231 144 - 2002 2,360 314 270 1,613 163 - 2003 2,843 469 310 1,842 223 - 2004 3,210 543 387 2,046 234 - 2005 4,122 589 442 2,810 272 9 2006 4,856 767 548 3,218 311 12 2007 5,431 867 634 3,612 275 43 2008 5,604 915 651 3,706 267 65

Advertising expenditure in Kuna (mill) at constant 2008 prices News- Magaz- Total papers ines TV Outdoor Internet 2000 1,617 245 186 1,054 131 - 2001 2,274 350 235 1,512 177 - 2002 2,852 379 326 1,949 197 - 2003 3,375 557 367 2,187 264 - 2004 3,738 632 450 2,383 273 - 2005 4,642 663 498 3,164 306 10 2006 5,301 837 598 3,513 339 13 2007 5,761 920 673 3,831 292 46 2008 5,604 915 651 3,706 267 65 Source: MEDIAPuls/AGB Nielsen Notes: 1. Before discounts 2. Classified excluded 3. Production costs excluded 4. Agency commission excluded 5. Internet figures are display only

Main advertising restrictions Tobacco: Restricted by law. Alcohol: Restricted by law (beer permitted). Pharmaceutical: OTC permitted. Prescription medicines restricted by law. Children's: Specially regulated. Political: Specially regulated.

78 CROATIA: POPULATION/TELEVISION

POPULATION

2 Land area (km ) 56,414 Capital city Zagreb Language Croatian Currency Kuna (KN) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 358 340 698 15-24 294 282 576 25-34 310 303 613 35-44 309 309 618 45-54 331 335 666 55-64 244 269 513 65+ 293 463 756 Total 2,139 2,301 4,440 Source: Central Bureau of Statistics TELEVISION

Number of households: 1,478,119

Number of television households: 1,440,443 (97.5%)

Television homes with: Colour 98.5% VCR 37.5% DVD 34.7% Multiset 30.6% Teletext 85.5% Remote control 96.5% Cable (connection) - total 13.3% Satellite dish (DTH) - total 21.7% Source: AGB Nielsen Media Research

79 CROATIA: TELEVISION

Average minutes viewed per day per adult: 247 Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial HTV1 96 20-24 1,071 HTV2 96 16-18 882 Commercial Nova TV 95 18-21 1,512 RTL 92 17-23 1,344 Source: AGB Nielsen Media Research Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time KN (000s) KN HTV1 1900-2000 1,700 667 2.5 HTV2 2100-2200 1,600 346 4.6 Nova TV 2100-2200 1,500 306 4.9 RTL 2100-2200 1,600 396 4.0 Source: AGB Nielsen Media Research

Average CPT (all commercial channels): KN 3.7

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2007 2007 Channel Individuals Adults KN (000s) Non-commercial HTV1 33 35 1,128,173 HTV2 16 16 407,306 Commercial Nova TV 18 18 1,056,489 RTL 24 22 1,019,909 Source: AGB Nielsen Media Research

80 CROATIA: TELEVISION

Top ten television programmes (2007) Adult Programme Channel TVR Vremenska Prognoza HTV1 41.1 Sport - Emisija Poslije Dnevnika HTV1 39.5 Football Euro 2008 qualifiers England v Croatia RTL 37.4 Dnevnik HTV1 36.0 Croatian Lottery - Rezultat Izvlacenja Lota HTV1 35.2 Sto Je Muskarac Bez Brkova - Hrvatska Humoristicna Serija HTV1 32.7 Football Euro 2008 qualifiers Croatia v Macedonia HTV2 32.7 Football Euro 2008 qualifiers Croatia v Russia HTV2 31.8 Vinjete Skijasica HTV1 31.6 Football Euro 2008 qualifiers Croatia v France HTV2 31.0 Source: AGB Nielsen Media Research Top ten television advertisers (2007) TV expenditure Advertiser KN (000s) Procter & Gamble 163,720 Reckitt Benckiser 140,810 T-Mobile 131,774 Vip Net GSM 131,597 T-Hrvatski Telekom 121,503 Coca-Cola 103,915 Henkel 101,755 L'Oréal 101,489 Unilever 88,783 Podravka Grupa 85,492 Source: MediaPuls Top ten television product categories (2007) TV expenditure Category KN (000s) Telecommunication providers 469,270 Financial institutions 221,589 Retail 190,997 Laundry 168,800 Alcohol 160,637 Confectionery 158,921 Private cars 142,079 Soft drinks 133,662 Haircare 116,121 Food 112,322 Source: MediaPuls

81 CROATIA: TELEVISION/NEWSPAPERS

Top television owners (2007) TV revenue Owner KN (000s) HTV1 1,128,173 Nova TV 1,056,489 RTL 1,019,909 HTV2 407,306 Source: MediaPuls

Top television sales houses (2007) TV revenue Sales house KN (000s) HTV 1,535,479 Nova TV 1,056,489 RTL 1,019,909 Source: MediaPuls NEWSPAPERS Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) KN KN KN National dailies 180 969 31,875 32.9 31,875 Vecernji List 140 498 29,287 58.8 35,144 130 525 29,700 56.6 35,640 Sportske Novosti 60 142 13,000 91.5 15,600 Vjesnik 20 24 10,000 413.2 12,000 Business.Hr 10 10 21,000 2,100.0 21,000 Poslovni Dnevnik 10 10 17,000 1,789.5 17,000 Regional dailies Slobodna Dalmacija 70 235 25,600 108.8 30,720 Novi List 30 146 17,328 118.7 20,794 Glas Istre 30 82 11,096 136.0 13,315 Glas Slavonije 30 62 7,500 120.8 10,500 Source: MediaPuls

Average CPT (B/W): KN 79.0

82 CROATIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2007) categories (2007) Newspaper expenditure Newspaper expenditure Advertiser KN (000s) Category KN (000s) Europapress Holding 44,250 Telecommunication providers 107,412 Konzum 32,722 Financial institutions 94,295 Vip Net GSM 24,043 Retail 90,962 T-Mobile 23,608 Cars 77,760 Zagrebacka Bank 22,504 Magazines/newspapers 60,584 Pevec 20,642 General 31,084 Tele2 17,862 Electronic media 28,063 Pliva 14,762 Events/attractions 25,540 T-Hrvatski Telekom 14,492 Retailers/generalist stores 21,154 Lidl 13,354 Social/charities 15,606 Source: MediaPuls Source: MediaPuls

Top newspaper Top ten newspaper owners (2007) sales houses (2007) Newspaper revenue Newspaper revenue Owner (KN) Sales house (KN) EPH 420,753 Jutarnji List 214,172 Styria 319,152 Vecernji List 177,268 Novi List 60,596 24 Sata 133,293 Glas Slavonije 33,332 Slobodna Dalmacija 107,301 Glas Istre 21,281 Metro Express (Dnevnik) 68,130 RTD 8,950 Novi List 60,596 Vjesnik 3,215 Glas Slavonije 33,332 Source: MediaPuls Glas Istre 21,281 Sportske Novosti 18,473 Slavonski Dom 12,676 Source: MediaPuls

83 CROATIA: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) KN KN KN Business Lider 10 35 18,200 520.0 18,200 General interest Zagreb News 65 120 32,600 271.7 32,600 Globus 60 189 28,000 148.1 28,000 55 159 24,000 150.6 24,000 Extra 40 93 18,900 203.2 18,900 National Geographic 29 121 24,400 201.5 24,400 Health Vita 37 68 20,000 293.7 20,000 Doktor U Kuci 25 82 15,000 182.9 15,000 Men's Auto Klub 45 203 21,900 108.0 21,900 Klik 25 83 19,000 230.3 19,000 Playboy 23 58 21,000 360.8 21,000 Mens Health 18 27 18,600 701.9 18,600 Women's Gloria 125 332 34,000 102.4 34,000 Story 100 196 26,300 134.3 26,300 Cosmopolitan 48 119 27,000 226.3 27,000 Stars 45 54 16,800 308.8 16,800 Elle 30 29 24,400 850.2 24,400 Joy 12 15 18,700 1,263.5 18,700 Source: Average CPT (Colour): KN 206.2

84 CROATIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2007) categories (2007) Magazine expenditure Magazine expenditure Advertiser KN (000s) Category KN (000s) Europa Press 22,370 Magazines/newspapers 57,748 NCL Media Group 16,040 Financial institutions 53,464 L'Oréal 14,211 Cars 40,439 Adria Media 12,335 Telecommunications 39,295 T-Mobile 12,145 General ads 28,755 Podravka Grupa 11,511 Electronic media 22,510 Beiersdorf 11,303 Clothing 21,892 Volkswagen 10,283 and related 17,789 Vip Net GSM 9,117 Skincare 15,838 INA 8,345 Retail 15,658 Source: MediaPuls Source: MediaPuls

Top ten magazine Top ten magazine owners (2007) sales houses (2007) Magazine revenue Magazine revenue Owner KN (000s) Sales house KN (000s) Gloria 64,338 EPH 187,701 Oglasnik 43,800 NCL 89,443 Globus 42,238 Adria Media 82,578 Nacional 41,419 Oglasnik 43,800 Story 38,188 Lider 24,583 Zagreb News 31,708 Vidi 6,036 Lider 24,583 More 7,371 Cosmopolitan 19,627 Bug 7,202 Elle 18,011 Privredni Vjesnik 5,630 Extra 16,316 Banka 5,449 Source: MediaPuls Source: MediaPuls

85 CROATIA: RADIO/OUTDOOR

RADIO

Number of commercial radio stations: 132 Source: ZenithOptimedia records

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time KN (000s) KN National Hrvatski Radio 1 talk, news 0700-0715 660 62 10.6 Hrvatski Radio 2 talk, news 1300-1315 660 17 39.3 Hrvatski Radio 3 talk, news 1100-1115 300 2 150.0 Narodni Radio music (folk) 1000-1015 600 92 6.5 Otvoreni Radio music (pop) 1100-1115 615 43 14.3 Main regional Radio Sljeme music 1000-1015 600 45 13.5 Radio 101 music, talk 1100-1115 540 27 20.3 Radio Rijeka music, news 0945-1000 600 27 22.3 Radio Dalmacija music, news 1000-1015 300 32 9.5 Radio Antena talk, music 1000-1015 650 24 27.0 Radio Banovina music (folk) 1045-1100 60 31 2.0 Plavi Radio music (pop), talk 1045-1100 550 5 112.2 Source: ZenithOptimedia records

Average CPT (all commercial stations): KN 15.1 OUTDOOR

Number of outdoor sites: 12,350

Type, size and cost of sites Number of Cost per panel Type/size of display sites KN (000) Billboard 2.38 x 5.04m 6,600 5,940 CityLight 1.185 x 1.75m 2,750 275 Billboard 4 x 3m 3,000 3,050 Source: ZenithOptimedia records

86 CROATIA: OUTDOOR

Top ten outdoor advertisers (2007) Outdoor expenditure Advertiser KN (000s) Vip Net GSM 18,224 T-Mobile 13,666 Hrvatska Demokratska Zajednica 7,503 Ministarstvo Unutarnjih Poslova 7,073 Childrens Fund 6,570 Zagrebacka Banka 6,339 Coca-Cola 5,478 Tele2 5,249 Getro 4,919 Top Spin 4,767 Source: MediaPuls

Top ten outdoor product categories (2007) Outdoor expenditure Category KN (000s) Telecommunication providers 45,348 Retail 25,295 Financial institutions 21,331 Political parties 19,943 Events/attractions 13,767 General ads 12,854 Cars 9,322 Clothing 8,619 Alcohol 8,279 Social/charities 7,571 Source: MediaPuls

Top outdoor contractors (2007) Outdoor revenue Contractor KN (000s) Europlakat-Proreklam 207,532 Outdoor-Akzent 34,410 P.I.O. 29,845 Medijski Prostor 3,109 Source: MediaPuls

87 CROATIA: CINEMA/INTERNET

CINEMA

Number of cinema screens (2007): 80 Source: Central Bureau of Statistics

Average cost of a 60 sec. spot per screen per week (2007): KN 2,270 Source: ZenithOptimedia estimate

Number of screens used in typical national campaign (2007): 6 Source: ZenithOptimedia estimate INTERNET

Homes with internet connection: 606,000 (41.0%)

Adult internet users: 1,500,000 (40.1%)

Adult internet users with home broadband: 450,000 (12.0%)

Typical monthly cost of internet access: KN 100

Cost of display ads Typical cost per thousand Type KN Banner 10 Pop-up 40 Streaming video 90 Source: ZenithOptimedia estimate

88 CROATIA: INTERNET

Top ten internet sites (2007) Top search engines (2007) Unique visitors Site per month (000s) Search engine tportal.hr 680 google net.hr 670 pogodak.hr blog.hr 540 Source: ZenithOptimedia estimates forum.hr 520 index.hr 500 bloger.hr 400 24sata.hr 370 jutarnji.hr 350 dnevnik.hr 300 oglasnik.hr 250 Source: Valicon Research Top internet Top ten internet product advertisers (2007) categories (2007) Internet expenditure Internet expenditure Advertiser KN (000s) Category KN (000s) Styria Medien 6,138 Telecommunication providers 7,374 T-Hrvatski Telekom 2,888 Magazines/newspapers 6,591 Oglasnik 2,516 Electronic media 6,133 T-Mobile 2,435 General ads 4,123 Zagrebacka Banka 1,284 Financial institutions 4,115 PBZ Grupa 1,210 Cars 1,301 Posao.hr 954 Events/attractions 1,208 VIP Net GSM 939 Lotteries 1,016 Beiersdorf 931 Music/video entertainment 828 Source: MediaPuls Airlines 586 Source: MediaPuls

89 CROATIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television75 87 91 Newspapers11 15 17 Magazines7 9 11 Radio4 6 7 Source: GFK/ZenithOptimedia estimates OVERALL Top ten overall Top ten overall product advertisers (2007) categories (2007) Media expenditure Media expenditure Advertiser KN (000s) Category KN (000s) Vip Net GSM 183,921 Telecommunication providers 668,699 T-Mobile 183,629 Financial institutions 394,793 Procter & Gamble 171,249 Retail 323,297 T-Hrvatski Telekom 147,810 Cars 270,901 Reckitt - Benckiser 141,008 Magazines/newspapers 212,095 L'Oréal 121,312 Alcohol 177,336 Coca-Cola 114,582 Confectionery 174,732 Europapress Holding 109,757 Laundry 170,767 Konzum 107,620 Soft drinks 151,163 Tele2 103,071 Food 130,182 Source: MediaPuls Source: MediaPuls Top ten media Top ten owners (2007) sales houses (2007) Media revenue Media revenue Owner KN (000s) Sales house KN (000s) HTV1 1,128,173 HTV1 1,128,173 Nova TV 1,056,489 Nova TV 1,056,489 RTL 1,019,909 RTL 1,019,909 EPH 420,753 HTV2 407,306 HTV2 407,306 EPH 187,701 Styria 319,152 NCL 89,443 Europlakat-Proreklam 207,532 Adria Media 82,578 Gloria 64,338 Oglasnik 43,800 Novi List 60,596 Lider 24,583 Oglasnik 43,800 More 7,371 Source: MediaPuls Source: MediaPuls

90 CZECH REPUBLIC: ECONOMIC DATA

CZECH REPUBLIC ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 17.07 Koruna at 2008 rate

Gross Domestic Product (Koruna billion) at current prices 2,352 2,464 2,577 2,815 2,984 3,216 3,530 3,706 % change 7.4 4.8 4.6 9.2 6.0 7.8 9.8 5.0 at 2008 prices 2,818 2,900 3,029 3,218 3,350 3,519 3,754 3,706 % change 2.6 2.9 4.4 6.2 4.1 5.0 6.7 -1.3

Gross Domestic Product per capita (Koruna 000s) at current prices 230.4 241.8 253.2 276.5 292.5 314.3 343.7 359.1 at 2008 prices 276.0 284.6 297.5 316.1 328.4 344.0 365.5 359.1

Gross Domestic Product (US$ billion) at current prices 138 144 151 165 175 188 207 217 at 2008 prices 165 170 177 188 196 206 220 217

Gross Domestic Product per capita (US$ 000s) at current prices 13.5 14.2 14.8 16.2 17.1 18.4 20.1 21.0 at 2008 prices 16.2 16.7 17.4 18.5 19.2 20.1 21.4 21.0

Population Millions 10.2 10.2 10.2 10.2 10.2 10.2 10.3 10.3

Consumer Price Index 2008=100 83.5 85.0 85.1 87.5 89.1 91.4 94.0 100.0 % change 4.7 1.8 0.1 2.8 1.8 2.6 2.9 6.3

Ad.spend as a % of GDP 1.40 1.32 1.36 1.37 1.46 1.56 1.50 1.60

Advertising Expenditure Growth (%) at current prices 16.5 -1.2 7.7 10.5 12.7 15.3 5.3 12.0 at 2008 prices 11.3 -2.9 7.6 7.5 10.7 12.4 2.3 5.3 Source: IFS, ZenithOptimedia

91 CZECH REPUBLIC: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in CZK million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 19,670 4,390 4,199 9,194 857 - 1,030 - 1999 24,189 4,896 5,111 12,006 1,144 - 976 55 2000 28,165 5,526 5,783 14,516 1,050 - 1,190 100 2001 32,815 5,461 6,209 17,970 1,040 76 1,859 200 2002 32,421 6,490 6,472 15,529 1,693 63 1,934 240 2003 34,931 6,836 6,924 16,869 2,169 111 1,674 348 2004 38,614 7,804 7,731 18,153 2,157 167 1,938 664 2005 43,530 8,114 8,741 21,350 2,398 154 1,943 830 2006 50,201 9,379 9,772 23,681 2,640 199 2,502 2,028 2007 52,871 8,716 10,618 24,374 2,815 192 2,748 3,408 2008 59,196 9,105 10,934 26,707 3,005 139 4,261 5,045

Advertising expenditure in CZK million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 26,176 5,842 5,588 12,235 1,140 - 1,371 - 1999 31,531 6,382 6,663 15,651 1,491 - 1,272 72 2000 35,319 6,930 7,252 18,203 1,317 - 1,492 125 2001 39,308 6,542 7,438 21,526 1,246 91 2,227 240 2002 38,153 7,637 7,616 18,274 1,992 74 2,276 282 2003 41,053 8,034 8,137 19,825 2,549 130 1,967 409 2004 44,145 8,922 8,838 20,753 2,466 191 2,216 759 2005 48,869 9,109 9,813 23,968 2,692 173 2,181 932 2006 54,932 10,263 10,693 25,913 2,889 218 2,738 2,219 2007 56,223 9,269 11,291 25,920 2,993 204 2,922 3,624 2008 59,196 9,105 10,934 26,707 3,005 139 4,261 5,045 Source: Amer Nielsen, TNS A-Connect, Cinexpress, SVIT, ZenithOptimedia Notes: 1. Before discounts 2. Production costs excluded 3. Agency commission excluded 4. Classified included 5. Internet includes display and search 6. Since 2006, outdoor has included an estimate for in-store media

92 CZECH REPUBLIC: POPULATION

POPULATION

Land area (km²) 77,276 Capital city Prague Language Czech Currency Czech Koruna (CZK) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 822 779 1,602 15-24 630 593 1,223 25-34 890 837 1,727 35-44 772 730 1,502 45-54 696 689 1,385 55-64 706 766 1,472 65+ 620 936 1,556 Total 5,136 5,331 10,468 Source: Czech Statistical Office

Adult status Male Female Total (000s) (000s) (000s) AB 828 659 1,488 C1 588 642 1,230 C2 1,026 900 1,926 D 907 1,163 2,070 E 1,034 1,133 2,167 Total 4,383 4,498 8,880 Source: Mediaprojekt 2009 (1/1/2009-30/6/2009)

Definition of status AB = highest/middle managerial, top-level education C1 = non-manual, high education level, skilled, company owners C2 = skilled non-manual D = skilled manual/clerical E = unskilled workers/agricultural/fishing/subsistence/inactive/low education

93 CZECH REPUBLIC: TELEVISION

TELEVISION

Number of households: 4,057,598

Number of television households: 3,996,755 (98.5%)

Television homes with: VCR 44.3% DVD 58.8% PVR/DVR 9.5% Multiset 30.6% Cable (connection) - total 21.0% Digital cable (connection) 12.3% Satellite dish (DTH) - total 24.1% Digital satellite dish 20.8% Digital terrestrial television (DTT) 29.7% IPTV 3.5% Source: ATO - Mediaresearch, continual survey April-June 2009

TV licence cost (per year, if any): CZK 1,620

Average minutes viewed per day per adult: 197

Average pay-TV subscription cost Average monthly subscription CZK Cable (analogue) 499 Cable (digital) 599 DTH (digital) 260/689 IPTV 400/650 Source: ZenithOptimedia Research, operators

94 CZECH REPUBLIC: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial CT1 97.4 24 76 CT2 96.8 24 50 CT24 32.9 24 50 CT4 Sport 30.2 24 50 Nova 97.3 24 1,512 Prima 93.8 24 1,512 Ocko 25.9 24 1,512 Eurosport 19.3 18 - Galaxie Sport 15.7 18 1,134 Hallmark 14.8 24 1,512 Spektrum 14.0 18 1,134 Animal Planet 12.9 24 1,512 Jetix 12.5 24 1,512 Film+ 11.8 24 1,512 Zone Romantica 8.8 24 1,512 Zone Reality 8.4 24 1,512 Minimax 7.8 14 882 Axn 7.7 24 1,512 CS Film 6.7 12 756 Sport 1 6.4 24 1,512 Hbo 5.9 24 1,512 Nova Cinema 4.5 15 945 Source: ATO - Mediaresearch

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (CZK) (000s) (CZK) CT1 1800-2300 336,126 680 494.6 CT2 1800-2300 336,126 185 1,817.6 Nova Cinema 1800-2300 301,387 1,247 241.6 Prima 1800-2300 139,233 530 262.9 CT24 1600-1900/2100-2300 14,000 27 528.2 CT4 Sport 1600-1900/2100-2300 9,500 23 409.4 Nova Cinema 1800-2300 1,566 11 141.4 Source: ATO - Mediaresearch

Average CPT (all commercial channels): CZK 421.1

95 CZECH REPUBLIC: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults CZK (mill) Commercial CT1 21.0 21.2 992.5 CT2 7.4 7.6 254.5 Nova Cinema 37.8 37.9 7,200.0 Prima 17.7 17.9 2,240.0 CT24 1.3 1.4 122.6 CT4 Sport 0.9 0.9 151.0 Nova Cinema 0.4 0.4 100.0 Others 13.4 12.7 160.0 Source: TV meter data, ATO - Mediaresearch, ZenithOptimedia Research estimation

Top ten television programmes (2008) Adult Programme Channel TVR Televizní noviny Nova 35.3 Sportovní noviny Nova 31.0 Záhada bermudského trojúhelníku Nova 27.9 Počasí Nova 27.7 Ordinace v růžové zahradě 2 Nova 26.6 Silvestrovské Televizní noviny Nova 25.7 Jak se krotí krokodýli Nova 25.4 EURO Turecko - Česká republika 2. pol. Nova 23.0 Pojišťovna štěstí Nova 22.3 Silvestrovské Přísně tajné Nova 22.0 Source: ATO - Mediaresearch

96 CZECH REPUBLIC: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser CZK (000s) Category CZK (000s) Procter & Gamble 1,456.2 Food & drink 7,119.1 Unilever 1,114.7 Medicine/cosmetics 6,199.2 Henkel 1,103.8 Household/office equipment2,737.5 Reckitt Benckiser 854.3 Finance 2,736.0 Kraft Foods + Opavia Lu 735.4 Healthcare 2,064.2 L'Oréal 663.3 Leisure 1,820.5 Nestlé 572.3 Vehicles 1,654.9 Danone 569.7 Supermarkets & property 1,007.0 Telefonica 487.7 Gardeners/handymen 357.3 Karlovarske Mineralni Vody 487.3 Services 357.0 Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

Top television Top television owners (2008) sales houses (2008) Owner Sales house CME CME Media Services MTG FTV Prima public ARBOmedia.net Praha Mafra Mafra Source: ZenithOptimedia Research BPM AtMedia Source: ZenithOptimedia Research

97 CZECH REPUBLIC: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily R=Regional N=National F=Free Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) CZK CZK CZK Blesk (d, N) 509 1,389 490,238 353.0 718,173 Mladá fronta DNES (d, N) 315 996 495,900 497.7 694,260 Deník Česká republika (d, R) 304 1,041 510,450 490.3 714,630 Metro (d, N, F) 224 349 241,920 692.9 282,960 Právo (d, N) 192 451 144,144 320.0 245,800 Aha! (d, N) 168 274 136,458 498.2 191,041 Sport (d, N) 99 293 178,494 609.6 285,088 Lidové noviny (d, N) 88 223 211,410 947.6 295,974 Hospodářské noviny (d, N) 70 219 367,200 1,679.2 495,720 E15 (d, R, F) 20 57 244,260 4,302.1 244,260 Deník - Jihočeský kraj (d, R) - 110 82,170 744.0 115,038 Deník - Jihomoravský kraj (d, R) - 122 77,190 633.0 108,066 Deník - Karlovarský kraj (d, R) - 31 64,700 2,069.6 90,580 Deník - kraj Vysočina (d, R) - 56 62,250 1,104.6 87,150 Deník - Královéhradecký kraj (d, R) - 68 84,660 1,243.3 118,524 Deník - Liberecký kraj (d, R) - 46 62,250 1,356.5 87,150 Deník - Moravskoslezský kraj (d, R) - 154 74,700 486.2 104,580 Deník - Olomoucký kraj (d, R) - 52 49,800 950.5 69,720 Deník - Pardubický kraj (d, R) - 65 79,680 1,220.8 111,552 Deník - Plzeňský kraj (d, R) - 101 99,600 989.4 139,440 Deník - Středočeský kraj (d, R) - 84 42,330 504.2 59,262 Deník - Ústecký kraj (d, R) - 95 82,170 862.0 115,038 Deník - Zlínský kraj (d, R) - 32 47,310 1,478.2 66,234 Moravskoslezský deník (d, R) - 98 29,880 306.0 41,832 Plzeňský deník (d, R) - 53 72,210 1,364.5 101,094 Brněnský deník (d, R) - 36 34,860 974.3 48,804 Jindřichohradecký deník (d, R) - 33 22,410 681.6 31,374 Hradecký deník (d, R) - 26 37,350 1,418.2 52,290 Českobudějovický deník (d, R) - 25 59,760 2,392.0 83,664 Chrudimský deník (d, R) - 24 22,410 934.4 31,374 Pražský deník (d, R) - 24 42,330 1,774.2 59,262 Táborský deník (d, R) - 22 24,900 1,117.3 34,860 Děčínský deník (d, R) - 22 29,880 1,382.0 41,832 Orlický deník (d, R) - 22 22,410 1,038.5 31,374 Břeclavský deník (d, R) - 22 19,920 923.6 27,888 Znojemský deník (d, R) - 21 14,940 715.6 20,916 Vyškovský deník (d, R) - 20 14,940 741.6 20,916 Olomoucký deník (d, R) - 20 22,410 1,119.9 31,374 Klatovský deník (d, R) - 20 29,880 1,496.8 41,832 Krkonošský deník (d, R) - 20 24,900 1,250.4 34,860 Litoměřický deník (d, R) - 19 29,880 1,573.0 41,832 Boleslavský deník (d, R) - 19 34,860 1,852.2 48,804 Jablonecký deník (d, R) - 18 29,880 1,655.7 41,832 Ústecký deník (d, R) - 17 37,350 2,160.3 52,290 Českolipský deník (d, R) - 17 29,880 1,730.0 41,832 Novojičínský deník (d, R) - 16 17,430 1,070.2 24,402

98 CZECH REPUBLIC: NEWSPAPERS

Newspapers cont. d=daily R=Regional N=National F=Free Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) CZK CZK CZK Havlíčkobrodský deník (d, R) - 16 22,410 1,387.8 31,374 Žďárský deník (d, R) - 16 22,410 1,434.7 31,374 Karlovarský deník (d, R) - 15 37,350 2,497.4 52,290 Mostecký deník (d, R) - 15 29,880 2,040.0 41,832 Zlínský deník (d, R) - 14 22,410 1,572.4 31,374 Přerovský deník (d, R) - 14 14,940 1,102.4 20,916 Opavský a hlučínský deník (d, R) - 14 19,920 1,475.4 27,888 Tachovský deník (d, R) - 13 22,410 1,702.2 31,374 Teplický deník (d, R) - 13 29,880 2,288.1 41,832 Svitavský deník (d, R) - 13 22,410 1,722.0 31,374 Hodonínský deník (d, R) - 13 19,920 1,563.9 27,888 Kutnohorský deník (d, R) - 12 17,430 1,433.4 24,402 Chebský deník (d, R) - 12 22,410 1,891.0 31,374 Třebíčský deník (d, R) - 12 14,940 1,295.0 20,916 Benešovský deník (d, R) - 11 17,430 1,520.0 24,402 Prachatický deník (d, R) - 11 22,410 2,027.7 31,374 Blanenský deník (d, R) - 11 14,940 1,378.2 20,916 Liberecký deník (d, R) - 11 37,350 3,533.4 52,290 Příbramský deník (d, R) - 10 17,430 1,775.4 24,402 Rychnovský deník (d, R) - 9 22,410 2,403.4 31,374 Bruntálský a krnovský deník (d, R) - 9 12,450 1,360.7 17,430 Šumperský a jesenický deník (d, R) - 9 14,940 1,668.4 20,916 Valašský deník (d, R) - 8 14,940 1,853.5 20,916 Rokycanský deník (d, R) - 8 17,430 2,235.1 24,402 Karvinský deník (d, R) - 8 17,430 2,322.6 24,402 Jihlavský deník (d, R) - 7 14,940 2,100.5 20,916 Strakonický deník (d, R) - 7 24,900 3,610.5 34,860 Domažlický deník (d, R) - 7 22,410 3,285.8 31,374 Pardubický deník (d, R) - 7 37,350 5,580.0 52,290 Náchodský deník (d, R) - 7 22,410 3,372.8 31,374 Kolínský deník (d, R) - 6 17,430 2,698.8 24,402 Českokrumlovský deník (d, R) - 6 24,900 3,931.8 34,860 Mělnický deník (d, R) - 6 14,940 2,398.8 20,916 Písecký deník (d, R) - 6 24,900 4,142.9 34,860 Rakovnický deník (d, R) - 6 14,940 2,500.8 20,916 Pelhřimovský deník (d, R) - 6 14,940 2,516.5 20,916 Žatecký a lounský deník (d, R) - 6 24,900 4,204.2 34,860 Jičínský deník (d, R) - 6 22,410 3,816.2 31,374 Berounský deník (d, R) - 5 17,430 3,282.2 24,402 Hranický deník (d, R) - 5 14,940 2,899.3 20,916 Kroměřížský deník (d, R) - 5 12,450 2,486.3 17,430 Frýdeckomístecký a třinecký deník (d, R) - 5 19,920 4,070.5 27,888 Nymburský deník (d, R) - 5 27,390 5,716.6 38,346 Prostějovský deník (d, R) - 5 14,940 3,163.5 20,916

99 CZECH REPUBLIC: NEWSPAPERS

Newspapers cont. d=daily R=Regional N=National F=Free Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) CZK CZK CZK Slovácký deník (d, R) - 5 12,940 2,761.8 18,116 Havířovský deník (d, R) - 5 14,940 3,205.3 20,916 Sokolovský deník (d, R) - 4 17,430 3,910.9 24,402 Chomutovský deník (d, R) - 4 24,900 6,572.7 34,860 Kladenský deník (d, R) - 3 17,430 5,971.8 24,402 Source: Mediaprojekt 2009 (1/1/2009-30/6/2009), DATAMEDIA, MDS

Average CPT (B/W): CZK 767.1

100 CZECH REPUBLIC: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser CZK (000s) Category CZK (000s) Mountfield 266.7 Vehicles 1,357.5 Volkswagen 245.5 Non-commercial activities 1,344.4 Datart 237.6 Household/office equipment 1,288.4 Vodafone 166.4 Leisure 1,106.0 Lidl 155.3 Supermarkets & property 774.3 Sazka 148.0 Education 615.2 Tesco Stores 138.1 Finance 610.9 T-Mobile 130.7 Services 492.2 Ahold 94.8 Gardeners/handymen 318.9 Hyundai 93.9 Building materials & electric/gas devices 282.5 Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

Top newspaper Top newspaper owners (2008) sales houses (2008) Owner Sales house Mafra Mafra Vltava Labe Press Ringier Ringier Inzertmedia Borgis Economia Economia Mlada Fronta Mlada Fronta Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

101 CZECH REPUBLIC: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page f=fortnightly X/y=X per year Circulation readership Colour Colour B/W Title (000s) (000s) CZK CZK CZK Cooking Pošli recept! (m) 560 368 135,000 366.7 - Žena & kuchyně (m) 81 70 99,000 1,424.0 - Apetit (m) 69 102 160,000 1,568.7 - Tina - Vaříme (q) 46 129 75,000 579.3 - Chef Gurmán (m) 41 42 150,000 3,609.4 - Báječné recepty (bm) 33 - 89,000 - - Nejlepší recepty (m) 30 118 95,000 802.1 - La Cucina Italiana (8y) 30 - 110,000 - - Culture Cinema (m) 30 - 135,000 - - Report (m) 20 - 100,000 - - XMAG (m) 20 - 99,000 - - Spark (m) 20 67 69,000 1,034.1 - Rock & Pop (m) 18 56 89,000 1,597.5 - Filter (m) 15 23 99,000 4,278.3 - Business/economy Týden (w) 69 212 225,000 1,061.2 - Respekt (w) 43 115 155,000 1,342.1 - Ekonom (w) 26 125 228,000 1,829.7 - Profit (Stanford) (w) 23 33 177,000 5,423.8 - E15 (d) 20 57 244,260 4,302.1 - Czech Business Weekly (w) 15 - 184,000 - - Kapitál (m) 15 - 115,200 - 79,600 Zboží & Prodej (m) 11 - 100,000 - - Business Spotlight (bm) 11 - 52,000 - - Business Week (w) 10 - 112,200 - 76,100 Výběr (m) 10 - 110,000 - - Osobní finance (m) 10 40 119,000 3,009.8 - TREND Marketing (m) 7 - 79,000 - - Exclusive Marianne (m) 84 180 225,000 1,247.9 - Elle (m) 63 202 235,000 1,162.5 - Maxim (m) 59 138 195,000 1,410.9 - FHM (m) 50 - 213,000 - - Juicy (m) 37 84 160,000 1,912.1 - Cosmopolitan (m) 36 209 248,000 1,189.2 - Harper's BAZAAR (m) 32 59 213,000 3,600.7 - Dolce Vita (m) 25 - 187,000 - - TOP Class (bm) 24 - 99,000 - - Playboy (m) 23 70 155,000 2,212.0 - Xantypa (m) 21 50 125,000 2,481.2 - Formen (m) 17 113 160,000 1,419.3 - Esquire (m) 17 80 213,000 2,663.4 - Style (m) 16 53 187,000 3,539.4 -

102 CZECH REPUBLIC: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page f=fortnightly X/y=X per year Circulation readership Colour Colour B/W Title (000s) (000s) CZK CZK CZK Health Health Only (q) 150 - 149,000 - - Moje zdraví (m) 120 149 129,000 866.2 - Dieta (m) 55 123 119,000 968.7 - Rodina & zdraví (m) 50 - 98,000 - - Fitstyl (m) 42 116 130,000 1,119.4 - Zdraví (m) 35 155 78,000 504.6 - Diagnóza pro zdraví (m) 30 - 58,000 - - Puls (m) 16 - 70,000 - - Interiors/DIY Dům & bydlení (w) 169 317 99,000 312.8 - Receptář (m) 114 289 109,000 376.8 - Recepty prima nápadů (m) 60 - 90,000 - - Chatař & chalupář (m) 41 97 69,000 711.8 - Naše krásná zahrada (m) 40 123 80,000 648.1 - Náš útulný byt (m) 40 62 75,000 1,218.9 - Marianne Bydlení (m) 38 50 100,000 2,010.8 - Doma atd. (bm) 30 - 69,000 - - Dům a zahrada (m) 29 77 89,000 1,163.3 - Byt magazín (m) 25 - 59,000 - - Svět kuchyní (q) 24 33 49,000 1,493.3 - Můj dům (m) 23 59 92,000 1,559.1 - Bydlení (m) 22 77 89,000 1,157.4 - Moderní byt (m) 21 61 92,000 1,497.9 - Home (m) 20 - 84,000 - - Praktik (m) 20 - 42,900 - 31,000 Bydlíme (bm) 17 - 59,000 - - Udělej si sám (m) 17 45 65,000 1,433.0 - Nové bydlení (q) 15 64 88,000 1,385.2 - Pěkné bydlení (m) 14 35 68,000 1,932.2 - Domov (m) 11 35 69,000 1,972.7 - Svět koupelen (q) 10 54 49,000 899.5 - Auto Svět motorů (w) 48 143 125,000 874.2 - Auto Tip (f) 37 116 115,000 991.8 - Doprava a silnice (m) 30 - 66,000 - 46,000 F1 Racing (m) 30 - 130,000 - - Top Cars (q) 30 - 99,000 - - Autosport & Tuning (m) 28 - 65,000 - - Autostyl (m) 28 - 90,000 - - Autohit (f) 28 101 95,000 944.6 - Auto 7 (f) 26 35 110,000 3,145.3 - Formule (m) 25 - 69,900 - - Auto motor a sport (m) 23 104 140,000 1,348.5 - Automobil Revue (m) 21 86 111,000 1,286.0 - Alfa Romeo magazín (q) 20 - 38,500 - - MOTOhouse (m) 20 - 69,000 - - Motoráj (m) 19 - 59,000 - - Motocykl (m) 16 55 80,000 1,457.4 -

103 CZECH REPUBLIC: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page f=fortnightly X/y=X per year Circulation readership Colour Colour B/W Title (000s) (000s) CZK CZK CZK Off Road (m) 15 - 64,000 - - Opel magazín (q) 15 - 78,000 - - AutoProfi (m) 15 62 62,000 1,005.3 - Supermoto (m) 13 42 79,000 1,885.5 - Speed (m) 13 51 177,000 3,438.5 - Lastauto omnibus (m) 12 - 70,000 - - Audi magazín (q) 11 - 76,000 - - Autocar (w) 10 23 165,000 7,274.3 - IT (f) 38 66 99,000 1,499.1 - Computerworld (f) 10 45 98,000 2,188.5 - Connect! (m) 9 - 83,000 - - Extra PC (m) 38 44 109,000 2,486.0 - Chip (m) 36 91 115,000 1,264.6 - Inside Report (m) 3 - 80,000 - - Jak na počítač (m) 28 53 72,000 1,350.7 - Pixel (m) 8 - 45,000 - - Mobility (m) 23 75 83,000 1,108.5 - Počítač pro každého (f) 30 64 105,000 1,632.2 - Computer games Score (m) 35 72 90,000 1,242.0 - Level (m) 20 63 89,000 1,406.6 - Social - Rytmus života (w) 390 843 190,000 225.3 - Týdeník Květy (w) 124 367 225,000 613.6 - In Touch (f) 105 - 140,000 - - Reflex (w) 95 281 220,000 782.1 - Joy (m) 80 175 195,000 1,111.7 - Story (w) 64 161 199,000 1,236.0 - Reader's Digest (m) 64 195 131,000 672.0 - Mf plus (w) 64 125 159,000 1,276.7 - InStyle (m) 60 - 170,000 - - Instinkt (w) 48 124 159,000 1,287.0 - Sedm (m) 41 71 130,000 1,842.9 - Spy (w) 32 122 215,000 1,766.6 - Jackie (w) 29 91 179,000 1,966.7 - Sport Hattrick (m) 50 - 90,000 - - Muscle & Fitness (m) 48 - 90,000 - - Fitness (bm) 42 - 28,000 - - Fitstyl (m) 42 116 130,000 1,119.4 - Český rybář (m) 30 187 28,700 153.2 - Stadion (m) 25 - 80,000 - - Ski magazín (5y) 23 - 71,900 - - PROFootball (m) 21 53 40,000 760.4 - PROHockey (m) 21 37 40,000 1,069.0 - Velo (m) 16 25 89,000 3,501.1 - Oceán (q) 15 - 65,000 - - Snow (7y) 14 - 79,000 - -

104 CZECH REPUBLIC: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page f=fortnightly X/y=X per year Circulation readership Colour Colour B/W Title (000s) (000s) CZK CZK CZK Cykloturistika (m) 13 56 89,000 1,599.9 - ForGolf (m) 13 - 117,000 - - Free magazine (8y) 12 - 80,000 - - Gól (w) 12 - 25,000 - - Golf (m) 12 - 119,900 - - Tenis (m) 12 - 59,000 - - Golf Digest C&S (m) 12 - 130,000 - - Yacht (m) 11 - 89,000 - - Outdoor magazín (bm) 7 22 79,000 3,615.9 - TV guides/supplements Blesk magazín TV (w) 667 1,742 329,000 188.9 - TV max (f) 491 - 150,000 - - Magazín DNES + TV (w) 470 1,378 377,000 273.5 - Magazín Právo + TV (w) 429 772 219,000 283.6 - TV magazín (w) 384 1,698 350,000 206.1 - ONA DNES (w) 298 619 283,000 457.0 - TV mini (f) 260 313 105,000 335.6 - TV pohoda (w) 207 - 140,000 - - TV Star (f) 194 181 145,000 801.5 - Týdeník Televize (w) 127 246 190,000 773.7 - Pátek Lidových novin (w) 124 308 159,000 515.8 - Sport magazín (w) 104 368 125,000 340.0 - Víkend (w) 83 181 184,000 1,013.9 - TV Plus (w) 70 120 95,000 792.1 - IN magazín (w) 69 192 184,000 958.8 - TV Revue (w) 63 129 130,000 1,006.6 - Sundays Nedělní Blesk (w) 320 715 291,732 408.2 208,380 Aha! (w) 168 274 96,600 352.6 - Nedělní Sport (w) 68 278 139,080 500.6 - Technical History revue (m) 96 101 89,000 880.7 - 21. století (m) 90 350 259,000 740.0 - VTM Science (m) 35 50 95,000 1,905.8 - Svět (m) 26 58 109,000 1,893.9 - T3 (m) 20 - 140,000 - - Video domácí kino (m) 20 - 110,000 - - Digitální foto (m) 20 44 99,000 2,248.2 - Design&Home Digest (m) 16 - 90,000 - - FotoVideo (m) 15 32 100,000 3,154.1 - Stereo & Video (m) 14 25 150,000 5,912.8 - DIGIfoto (m) 11 32 95,000 2,943.7 - Stuff (m) 9 - 165,000 - - Vesmír (m) 8 - 75,000 - 43,500 Video hobby (m) 7 - 20,000 - Travel Epocha (f) 101 191 159,000 832.8 - National Geographic (m) 51 164 205,000 1,251.3 - 100+1 (f) 48 171 115,000 672.7 -

105 CZECH REPUBLIC: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page f=fortnightly X/y=X per year Circulation readership Colour Colour B/W Title (000s) (000s) CZK CZK CZK Lidé a země (m) 42 134 149,000 1,111.9 - Koktejl (m) 40 97 185,000 1,911.0 - Země světa (m) 25 - 50,000 - - Sezona (q) 0 - 99,000 - - Women's Blesk pro ženy (w) 286 683 160,000 234.1 - Svět ženy (m) 250 529 225,000 425.4 - Chvilka pro tebe (w) 192 715 170,000 237.6 - Tina (w) 148 404 220,000 544.4 - Vlasta (w) 126 361 210,000 581.8 - Claudia (w) 121 236 135,000 572.1 - Překvapení (w) 121 380 135,000 355.1 - Katka (w) 108 516 200,000 387.9 - Glanc (f) 92 265 203,000 767.0 - Žena a život (f) 90 381 270,000 708.7 - Napsáno životem (f) 74 197 50,000 253.6 - Praktická žena (m) 66 166 120,000 722.6 - Maminka (m) 66 104 139,000 1,337.5 - Family Star (m) 50 - 149,000 - - Paní domu (m) 45 87 89,000 1,025.2 - Love Star (m) 37 - 99,000 - - Čas na lásku (f) 36 102 50,000 490.1 - Hair a Beauty (m) 35 - 99,000 - - Betynka (m) 35 119 150,000 1,258.4 - Doteky štěstí (m) 32 - 35,000 - 18,000 Burda (m) 26 62 115,000 1,869.3 - Dáma (q) 8 - 85,000 - - Youth Bravo (f) 93 139 260,000 1,872.4 - Bravo Girl! (f) 82 90 150,000 1,658.6 - ABC (f) 75 82 115,000 1,401.4 - Top dívky (m) 63 75 120,000 1,590.5 - Dívka (m) 53 101 160,000 1,587.1 - Popcorn (m) 44 51 120,000 2,334.2 - Cosmogirl (m) 20 56 177,000 3,135.0 - Source: Mediaprojekt 2009 (1/1/2009-30/6/2009), DATAMEDIA, MDS

Average CPT (Colour): CZK 746.4

106 CZECH REPUBLIC: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser CZK (mill) Category CZK (mill) Volkswagen 184.6 Household/office equipment 2,207.5 Unilever 178.0 Leisure 1,052.8 Vodafone 170.7 Vehicles 997.5 L'Oréal 152.7 Medicine/cosmetics 966.1 TV Products 128.9 Healthcare 834.3 T-Mobile 125.3 Food & drink 670.0 Telefonica O2 123.6 Finance 618.7 Ceska Sporitelna 87.2 Services 613.4 Procter & Gamble 82.3 Clothes/fabric/footwear 586.5 Avon Cosmetics 77.7 Mail order 517.9 Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Owner Sales house Stratosfera Stratosfera Ringier Ringier Bauer Media Bauer Media Lagardère Advertising Lagardère Advertising Mlada Fronta Mlada Fronta Sanoma Magazines Sanoma Magazines Mafra Mafra Burda Praha Economia Economia Mediacop Mediacop Astrosat Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

107 CZECH REPUBLIC: RADIO

RADIO

Number of radio households: 3,443,542 Source: TGI, MML 1Semester 2009

Number of commercial radio stations: 75 Source: APSV, Radioprojekt 2009 (1/1/2009-30/6/2009)

Average daily listening minutes per adult: 196 Source: Radioprojekt 2009 (1/1/2009-30/6/2009)

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time CZK (000s) CZK National CRo 1 - Radiozurnál talk 0700-1000 21,900 226 96.9 CRo 2 - Praha talk 0800-1000 10,900 122 89.6 Radio Impuls talk/music 0700-1200 26,600 291 91.4 Frekvence 1 talk/music 0700-1200 23,400 276 84.7 Evropa 2 music 0700-1200 19,700 187 105.5 Main regional Radio Blaník Praha a Strední Cechy talk/music 0700-1200 5,280 144 36.6 Radio Cas music 0700-1200 4,240 71 60.1 Country Radio talk/music 0700-1200 2,680 59 45.2 CRo Brno talk/music 0700-1200 1,240 64 19.4 Radio OK music 0700-1200 2,880 48 60.5 Radio Beat music 0700-1200 3,340 43 78.5 Hitradio Orion music 0700-1200 2,220 28 80.6 Radio Cerná Hora music 0700-1200 2,500 28 89.4 Kiss Morava music 0700-1200 1,700 18 92.7 Hitrádio Vysocina music 0700-1200 3,090 18 172.7 Kiss Hády music 0700-1200 3,290 22 152.0 CRo Plzen talk/music 0700-1200 800 29 27.4 Hitrádio Faktor music 0700-1200 1,700 23 73.8 Rádio Petrov music 0700-1200 1,510 21 70.5 CRo 3 - Vltava talk/music 0700-1200 2,950 13 223.5 Rádio Krokodýl music 0700-1200 2,000 21 97.4 CRo Ceské Budějovice talk/music 0700-1200 1,422 34 41.4 Hitrádio FM plus music 0700-1200 1,980 16 126.2 Radio City music 0700-1200 1,800 23 76.8 Radio Helax music 0700-1200 1,420 9 156.3 Hitrádio Magic music 0700-1200 1,470 12 120.7 Source: Radioprojekt 2009 (1/1/2009-30/6/2009)

Average CPT (all commercial stations): CZK 92.4

108 CZECH REPUBLIC: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser CZK (mill) Category CZK (mill) Vodafone 122.5 Household/office equipment 373.5 Telefonica O2 74.0 Vehicles 326.0 T-Mobile 71.3 Finance 241.5 Volkswagen 53.1 Leisure 159.0 Raiffeisenbank 48.1 Food & drink 81.0 Ford 31.3 Services 76.9 Psa 30.1 Supermarkets & property 73.6 Aaa Auto 30.0 Healthcare 66.1 Mountfield 26.5 Gardeners/handymen 59.5 Economia 26.3 Building materials & electric/gas devices 48.9 Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

Top radio Top radio owners (2008) sales houses (2008) Owner Sales house Lagardère Active RRM Londa MMS Radio Investments Media Master Public stations BPM GES Holding Source: ZenithOptimedia Research Stamford Managing Source: ZenithOptimedia Research

109 CZECH REPUBLIC: OUTDOOR

OUTDOOR

Number of outdoor sites: over 56,575

Type, size and cost of sites Number of Cost per panel Type/size of display sites (approx.) per month CZK Backlights (9.6x3.6m) 180 80,000-120,000 Backlights (5.1x2.4m) 130 35,000-39,000 Billboards (5.1x2.4m) 19,100 6,500-27,000 Bigboards (9.6x3.6m; 8.2x3m) 1,450 38,000-99,000 DoubleBGB 35 139,000-170,000 CLV (118.5x175cm) 9,900 6,500-20,000 CLV in stores, indoor (118.5x175cm) 2,600 6,500-17,000 Superposters (individual) 300 55,000-350,000 Phone boxes (84x118cm) 19,050 3,300-7,000 Benchs (164x59cm) 3,500 1,000-3,000 6x3 330 20,000-40,000 Source: ZenithOptimedia

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser CZK (mill) Telefonica O2 134.4 T-Mobile 100.9 Toyota 83.1 Vodafone 82.7 Volkswagen 67.0 Unilever 64.8 Samsung Electronics 56.4 Ods 55.3 Ceska Sporitelna 44.6 Komercni Banka 34.3 Source: ZenithOptimedia Research, TNS MI

110 CZECH REPUBLIC: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category CZK (mill) Household/office equipment 636.6 Leisure 477.4 Vehicles 473.3 Food & drink 385.9 Finance 330.2 Supermarkets & property 217.1 Services 176.7 Clothes/fabric/footwear 134.9 Medicine/cosmetics 88.4 Political parties/organizations 84.7 Source: ZenithOptimedia Research, TNS MI

Top outdoor contractors (2008) Contractor JCDecaux Group Outdoor/Akzent Euro AWK Bigmedia News Outdoor Superposter Source: ZenithOptimedia

111 CZECH REPUBLIC: CINEMA

CINEMA

Number of cinema screens: 210 Source: Palace Cinemas, CineXpress, New Age Media, Mediatta

Average cost of a 60 sec. spot per screen per week: CZK 9,500 Source: Palace Cinemas, CineXpress, New Age Media, Mediatta

Average CPT: CZK 9,000

Number of screens used in typical national campaign: 120-140 Source: Palace Cinemas, CineXpress, New Age Media, Mediatta

Trend in admissions Admissions Gross takings (mill) CZK (mill) 2002 10.7 946.0 2003 12.1 1,084.0 2004 12.0 1,105.9 2005 9.5 854.5 2006 11.5 1,043.3 2007 12.8 1,200.0 2008 12.9 1,220.2 Source: UFD

Cinema audience profile Age % 15-24 26.7 25-34 27.4 35-44 21.2 45+ 24.7 Sex % Male 48.9 Female 51.1 Net income (CZK) % no income 16.5 up to 7,500 12.3 7,501-15,000 41.3 over 15,000 29.8 Source: MCM 2007, AVE Marketing

112 CZECH REPUBLIC: CINEMA

Top ten films (2008) Gross takings Film CZK (000s) Bathory 86,752 Mamma Mia! 71,106 Madagascar: Escape 2 Africa 55,010 Nestyda 50,454 Bobule 34,315 a Olympijské hry 32,198 Sněženky a machři po 25 letech 29,504 Indiana Jones and the Kingdom of the Crystal Skull 28,794 Quantum of Solace 25,530 Kozí příběh - Pověsti staré Prahy 25,165 Source: UFD

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser CZK (000s) Category CZK (000s) Vodafone 30,984 Household/office equipment 51,891 Coca-Cola 17,347 Food & drink 35,631 T-Mobile 8,072 Finance 8,608 Red Bull 4,260 Vehicles 6,705 Telefonica O2 4,212 Leisure 5,617 Perffeti Van Melle 4,029 Clothes/fabric/footwear 5,342 Samsung Electronics 3,878 Healthcare 5,261 Nestlé Cesko Praha 3,498 Medicine/cosmetics 4,910 GE Money Bank 3,306 Toys/prams/sports equipment 3,309 Nestlé Cesko S.R.O. 3,130 Services 3,159 Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house Palace cinemas Cinexpress Village cinemas Palace media IT cinemas New Age Media Cinestar Mediatta Source: ZenithOptimedia Research Source: ZenithOptimedia Research

113 CZECH REPUBLIC: INTERNET

INTERNET

Adult internet users: 4,782,130 (53.9%)

Adult internet users with home broadband: 3,373,636 (38.1%)

Typical monthly cost of internet access: CZK 500

Average minutes spent online Per day Adults At home 93 At work 78 Total 93 Source: NetMonitor 08/2009

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type CZK Keyword CZK Leaderboard (745x100 pixels) 125-1700 jobs 5 Button (250x250/300x300) 60-750 mp3 - Video banner 50-600 games - Streaming video 80-200 youtube - Skyscraper 50-600 maps - Source: Pricelist of sites 2009 Prague - Brno - Video - tv - tv program - Source: Zed Digital, Main servers

114 CZECH REPUBLIC: INTERNET

Internet user profile Age % 16-24 31.1 25-34 25.1 35-54 33.1 55-64 8.5 65+ 2.2 Sex % Male 53.7 Female 46.3 Income (CZK) % under 6,000 2.1 6,001-10,000 4.5 10,001-15,000 10.9 15,001-20,000 14.3 20,001-25,000 13.0 25,001-30,000 11.6 30,001-35,000 8.0 35,001-40,000 7.4 40,001-50,000 6.2 50,001and above 6.2 no income 3.6 no response 12.1 Source: NetMonitor 08/2009 Top internet sites (2009) Top search engines (2009) Unique visitors Search engine Site per month Google Seznam 4,199,883 Sklik Centrum 2,956,332 Etarget Novinky 2,833,900 AdFox iDnes 2,715,652 BB Media Mapy 2,195,662 Source: Zed Digital Firmy 2,155,144 Super 2,097,435 Lide 1,721,448 Zbozi 1,434,232 Blog 1,429,410 Source: NetMonitor 08/2009

115 CZECH REPUBLIC: INTERNET

Top ten internet Top ten internet product advertisers (2009) categories (2009) Internet expenditure Internet expenditure Advertiser CZK (000s) Category CZK (000s) Vodafone 98,153 Household/office equipment 551,250 Aukro.cz 96,902 Finance 488,867 Telefonica O2 61,975 Leisure 368,993 Sazka 58,655 Vehicles 344,524 T-Mobile 52,148 Supermarkets & property 294,679 Bwin.Com 45,604 Services 247,668 Allianz Pojistovna 44,863 Education 104,010 Komercni Banka 40,237 Food & drink 94,168 ING Bank 38,694 Medicine/cosmetics 83,113 Ceska Sporitelna 33,885 Building materials & electric/gas de 53,455 Source: ZenithOptimedia Research, Source: ZenithOptimedia Research, TNS MI, AdMonitoring TNS MI, AdMonitoring

Top ten internet Top internet owners (2009) sales houses (2009) Owner Sales house Seznam Impression Media Centrum ARBO Media Mafra AdActive Cet 21 Source: ZED Digital, Zenith Optimedia estimate Economia Ringier Internet info AWD Česká republika Neris Aliaweb Source: SPIR 09/2009

116 CZECH REPUBLIC: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 68.8 89.7 91.9 Newspapers 30.3 72.7 78.9 Magazines 11.7 63.1 76.2 Radio 40.8 72.8 76.9 Outdoor - 65.5 75.6 Cinema 0.3 4.3 16.5 Internet 15.3 42.5 46.9 Source: MML-TGI ČR 2009 (05.01.2009 - 21.06.2009) OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser CZK (mill) Category CZK (mill) Procter & Gamble 1,558.5 Food & drink 8,492.5 Unilever 1,398.1 Household/office equipment 7,846.6 Henkel 1,154.2 Medicine/cosmetics 7,495.4 Vodafone 1,138.6 Vehicles 5,160.4 Telefonica O2 976.1 Finance 5,034.8 Volkswagen 876.1 Leisure 4,990.3 Reckitt Benckiser 859.8 Healthcare 3,173.4 L'Oréal 834.2 Supermarkets & property 2,661.6 T-Mobile 829.7 Services 1,967.1 Kraft Foods + Opavia Lu 785.9 Non-commercial activities 1,499.9 Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI Top ten media Top ten owners (2008) sales houses (2008) Owner Sales house CME CME Media Services MTG FTV Prima public ARBOmedia.net Mafra Mafra Vltava Labe Press Vltava Labe Press Ringier Ringier Economia Economia Stratosfera Lagardère Group Seznam.cz Impression Media Lagardère Group MMS Source: ZenithOptimedia Research, TNS MI Source: ZenithOptimedia Research, TNS MI

117 ESTONIA: ECONOMIC DATA

ESTONIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 10.69 Kroon at 2008 rate

Gross Domestic Product (Kroon billion) at current prices 108.2 121.4 136.0 151.0 173.5 205.0 228.9 248.1 % change 13.3 12.2 12.1 11.0 14.9 18.2 11.7 8.4 at 2008 prices 149.8 162.1 179.3 193.1 213.3 241.3 252.8 248.1 % change 7.2 8.2 10.6 7.7 10.5 13.1 4.7 -1.8

Gross Domestic Product per capita (Kroon 000s) at current prices 79.6 89.2 100.7 111.9 128.5 151.9 170.8 185.2 at 2008 prices 110.1 119.2 132.8 143.1 158.0 178.8 188.6 185.2

Gross Domestic Product (US$ billion) at current prices 10.1 11.3 12.7 14.1 16.2 19.2 21.4 23.2 at 2008 prices 14.0 15.2 16.8 18.1 19.9 22.6 23.6 23.2

Gross Domestic Product per capita (US$ 000s) at current prices 7.4 8.3 9.4 10.5 12.0 14.2 16.0 17.3 at 2008 prices 10.3 11.1 12.4 13.4 14.8 16.7 17.6 17.3

Population Millions 1.4 1.4 1.4 1.4 1.4 1.4 1.3 1.3

Consumer Price Index 2008=100 72.2 74.9 75.9 78.2 81.3 85.0 90.6 100.0 % change 5.7 3.6 1.3 3.1 4.0 4.5 6.6 10.2

Ad.spend as a % of GDP 0.69 0.67 0.67 0.66 0.66 0.66 0.78 0.70

Advertising Expenditure Growth (%) at current prices 11.2 8.4 11.5 9.1 15.5 18.3 32.3 -3.0 at 2008 prices 5.2 4.6 10.1 5.9 11.1 13.3 24.1 -12.2 Source: IFS, ZenithOptimedia

118 ESTONIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in EEK (mill) at current prices News- Magaz- Total papers ines TV Outdoor Internet 1998 639 333 82 182 40 3 1999 563 305 81 130 42 4 2000 599 308 92 155 31 13 2001 676 361 98 165 34 19 2002 735 368 108 195 44 20 2003 827 402 108 232 57 28 2004 904 441 115 253 65 30 2005 1,055 504 134 310 67 40 2006 1,250 583 154 363 84 66 2007 1,659 717 191 479 123 149 2008 1,592 627 172 469 138 187

Advertising expenditure in EEK (mill) at constant 2008 prices News- Magaz- Total papers ines TV Outdoor Internet 1998 1,000 523 128 286 62 - 1999 850 465 123 198 63 - 2000 876 450 134 227 45 19 2001 935 499 135 229 47 26 2002 982 491 145 261 59 26 2003 1,090 530 142 306 75 37 2004 1,156 564 147 324 83 38 2005 1,297 620 165 381 82 49 2006 1,471 686 181 427 99 78 2007 1,832 792 211 529 136 165 2008 1,592 627 172 469 138 187 Source: TNS EMOR Advertising Expenditure Survey Notes: 1. After discounts 2. Classified included 3. Production costs excluded 4. Agency commission excluded 5. Internet includes display, classified and search

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted. Pharmaceutical: Restricted. Children's: No restrictions. Political: Restricted.

119 ESTONIA: POPULATION

POPULATION

2 Land area (km ) 43,211 Capital city Languages Estonian, Russian Currency Kroon (EEK) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 103 97 200 15-24 100 96 196 25-34 97 95 192 35-44 88 92 180 45-54 87 101 188 55-64 66 88 154 65+ 76 154 229 Total 617 723 1,340 Source: Statistics Estonia

Adult status Male Female Total (000s) (000s) (000s) AB 64 86 149 C1 51 141 192 C2 154 44 198 D253963 E 137 211 348 Total 430 520 951 Source: Statistics Estonia

Definition of adult status AB = top and middle level specialist, high level officials, managers, technicians C1 = officials, clerks, sales and client service workers C2 = skilled manual D = semi and unskilled manual E = subsistence/inactive

120 ESTONIA: TELEVISION

TELEVISION

Number of households: 582,000

Number of television households: 572,000 (98.3%)

Television homes with: VCR 39.3% DVD 41.8% Multiset 38.8% Cable (connection) - total 55.5% Digital cable (connection) 3.4% Digital satellite dish 8.0% Digital terrestrial television (DTT) 2.7% IPTV 9.8% Source: TNS Emor, Establishment Survey 2008

No TV licence fee

Average minutes viewed per day per adult: 234

Average pay-TV subscription cost Average monthly subscription EEK Cable (analogue) 65 Cable (digital) 259 DTT 130 Source: public sources

121 ESTONIA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial ETV 99.0 24 76 ETV 2 99.0 24 22 Commercial Kanal2 99.0 22 1,210 TV 3 100.0 24 1,222 PBK 71.0 24 565 3+ 69.0 24 926 Ren TV Estonia 53.2 17 427 Kanal 11 99.0 24 479 TV 6 73.0 22 329 Kalev Sport - - 38 MTV Eesti 40.0 24 345 Source: Channels, TNS Emor

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time EEK (000s) EEK Kanal2 1800-2330 2,850 96 29.7 TV 3 1800-2330 2,850 80 35.6 PBK 1800-2330 2,214 56 39.5 3+ 1800-2330 2,850 15 190.0 Ren TV Estonia 1800-2330 1,200 7 171.4 Kanal 11 1800-2330 - 3 - TV 6 1800-2330 2,850 3 950.0 Kalev Sport 1800-2330 - 2 - MTV Eesti 1900-2400 2,098 - - Source: Channels, TNS Emor

Average CPT (all commercial channels): EEK 57.6

122 ESTONIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults EEK (mill) Non-commercial ETV 25.1 26.9 - ETV 2 0.3 0.3 - Commercial Kanal2 31.9 31.4 204 Kanal 11 1.3 1.3 3.2 TV 3 29.3 27.7 201* TV 6 1.3 1.1 3+ 5.8 5.7 PBK 20.6 22.1 50** Ren TV Estonia 3.0 3.2 Kalev Sport 0.6 0.7 - MTV Eesti 0.5 0.3 12.6 Source: TNS Emor, TV Channels, Äripäev Marketin TOP * Includes TV 3, TV 6 and 3+. ** Includes PBK and Ren TV.

Top ten television programmes (2008) Adult Programme Channel TVR Tantsud tähtedega Kanal2 28.8 Võsareporter Kanal2 25.9 Eesti Vabariik 90 presidendi vastuvõtt ETV 25.6 Tõehetk Kanal2 24.3 Eurovisiooni lauluvõistlus 2008 I poolfinaal ETV 24.0 Aktuaalne kaamera ETV 23.4 Eurolaul 2008 Eesti finaal ETV 23.0 Tuulepealne maa ETV 22.8 Pealtnägija ETV 22.8 Selgeltnägijate tuleproov Kanal2 22.6 Source: TNS Emor Infosys

123 ESTONIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser EEK (mill) Category EEK (mill) Procter & Gamble 320.0 Mobile communication 386.3 EMT 162.8 Household hygiene 281.0 Tele2 Eesti 148.5 Medicine 234.2 Coca-Cola 135.5 Cold drinks 222.4 Reckitt-Benckiser 121.6 Alcoholic beverages 215.0 L'Oréal 92.6 Hair care 172.7 A. Le Coq 85.3 Financial services 160.6 Danone 81.0 Confectionery 145.7 Schwarzkopf & Henkel 73.9 Cars 141.1 Unilever 69.0 Concerts/festivals/shows 132.7 Source: TNS Emor Gallup AdFacts Source: TNS Emor Gallup AdFacts

Top television owners (2008) TV revenue Owner EEK (mill) Schibsted (Kanal2, Kanal11) 206.7 MTG (TV 3, TV 6, 3+) 201.0 BMA (PBK, Ren TV Estonia) 50.0 MTV Eesti 13.4 Source: Channels

124 ESTONIA: NEWSPAPERS NEWSPAPERS Newspapers d=daily w=weekly Xw=X per week N=National Adult Full page Adult CPT Full page R=Regional F=Free Circulation readership B/W B/W Colour Title (000s) (000s) EEK EEK EEK Postimees (d, N) 68 236 56,000 237.3 56,000 Õhtuleht (d, N) 62 231 42,900 185.7 42,900 Linnaleht Tallinn+Tartu (4w, N, F) 58 107 42,900 400.9 42,900 Maaleht (w, N) 50 133 39,500 297.0 39,500 Eesti Ekspress (w, N) 44 142 49,200 346.5 49,200 Eesti Päevaleht (d, N) 36 134 37,900 282.8 37,900 Gorod (w, R, F) 35 53 10,000 188.7 10,000 Ärileht (Eesti Päevaleht) (w, N) 33 17 49,900 2,935.3 49,900 Panorama (w, R, F) 30 32 6,000 187.5 6,000 Linnaleht Russian version (4w, N, F) 25 71 38,000 535.2 38,000 Äripäev (d, N) 24 84 59,900 713.1 59,900 Tartu Postimees (d, R) 22 67 39,000 582.1 39,000 Postimees (Russian) (d, N) 21 63 27,000 428.6 27,000 Tartu Ekspress (w, R) 20 19 16,500 868.4 16,500 Meie Maa (d, R) 19 22 9,600 436.4 12,000 Kuulutaja (w, R, F) 18 24 8,400 350.0 11,760 Linnaleht Pärnu (w, N, F) 17 22 13,000 590.9 13,000 Pärnu Postimees (4w, R) 16 45 21,006 466.8 21,006 za Dnjom (w, N) 15 49 18,500 377.6 23,000 Spordileht (w, N) 15 16 32,000 2,000.0 32,000 MK-Estonija (w, N) 12 42 6,600 157.1 17,000 Sakala (d, R) 11 35 19,920 569.1 19,920 Narva (w, R) 11 13 6,000 461.5 10,000 Komsomolskaja Pravda in North Europe (d, N) 11 13 19,000 1,461.5 19,000 Referent (w, N) 11 10 9,600 960.0 20,000 Narvskaja Gazeta (2w, R) 10 18 6,200 344.4 10,000 Molodjož Estonii Subbota (w, N) 9 27 26,280 973.3 26,280 Vesti Dnja (d, N) 9 35 9,100 260.0 17,900 Infopress (w, R) 9 29 3,600 124.1 7,000 Virumaa Teataja (d, R) 8 29 14,520 500.7 14,520 Severnoje Poberezhje+Põhjarannik (d, R) 8 35 12,800 365.7 15,000 Delovõe Vedomosti (w, N) 6 14 25,900 1,850.0 25,900 Järva Teataja (3w, R) 6 19 10,560 555.8 12,672 Molodjož Estonii (d, N) 5 41 24,000 585.4 24,000 Võrumaa Teataja (3w, R) 5 23 15,597 678.1 20,830 Lõunaleht (w, R) 5 - 11,800 - 11,800 Sirp (w, N) 5 16 10,989 686.8 10,989 Lääne Elu (3w, R) 4 13 12,053 927.2 13,861 Videvik (w, N) 4 7 4,900 700.0 4,900 Nädaline (3w, R) 4 16 15,250 953.1 15,250 Valgamaalane (3w, R) 4 15 14,400 960.0 16,500 Terviseleht (w, N) 4 13 6,095 468.8 9,200 Koit (3w, R) 4 13 14,237 1,095.2 21,356 Vooremaa (3w, R) 3 17 13,000 764.7 15,500 Oma Saar (4w, R) 3 - 8,640 - 8,640 Hiiu Leht (w, R) 3 9 6,000 666.7 6,000 Source: TNS Emor, ZenithOptimedia Average CPT (B/W): EEK 446

125 ESTONIA: NEWSPAPERS

Top ten newspaper Top newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser EEK (mill) Category EEK (mill) Info-Auto 19.8 Transport 60.1 Veho Eesti 17.5 Trading 35.9 A-Selver 17.0 Construction & furniture 21.6 Rimi Baltic 12.5 Business/finance/property 10.6 Indoor Group 12.2 Entertainment/culture/recreation 8.8 Masku Baltic 9.4 Medicine 8.7 Inchcape Motors 9.3 Transport/tourism 6.9 Nordoptika 9.0 Communication/electronics/computers 6.5 Vanemuine 8.7 Source: TNS Emor Prisma Peremarket 8.6 Source: TNS Emor

Top ten newspaper owners (2008) Newspaper revenue Owner EEK (mill) Postimees 130.3 Äripäev 89.5 Eesti Ekspressi Kirjastuse 70.0 Eesti Päevalehe Kirjastuse 68.1 SL Õhtuleht 60.6 Linnaleht 28.4 Pärnu Postimees 22.3 Infesto 19.9 Maaleht 19.2 Sakala Kirjastuse 18.7 Source: Central Commercial Register

126 ESTONIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly q=quarterly Adult Full page Adult CPT Full page bm=bimonthly Xy=X per year Circulation readership Colour Colour B/W Title (000s) (000s) EEK EEK EEK Hooaeg (q) 90 100 24,900 249.0 24,900 Arter (Postimees) (w) 64 151 32,000 211.9 32,000 Naistelehe nipiraamat (10y) 50 - 18,990 - 18,990 Tallinn This Week (6y) 50 - 16,400 - 16,400 Kroonika (w) 50 129 31,800 246.5 31,800 Naised (w) 50 59 15,900 269.5 15,900 Naisteleht (w) 42 103 27,990 271.7 27,990 Kodu&Aed (m) 38 92 25,000 271.7 25,000 Eesti Naine (m) 32 94 24,900 264.9 24,900 Meie Kodu (q) 30 - 23,000 - 23,000 Kroonika kodu-eri (q) 30 - 18,900 - 18,900 Kodukiri (m) 30 90 19,600 217.8 19,600 Pere ja Kodu (m) 30 79 23,600 298.7 23,600 Marie Claire (m) 28 - 27,900 - 27,900 Cosmopolitan (m) 27 61 27,900 457.4 27,900 Aed (q) 27 48 10,900 227.1 10,900 Kodutohter (m) 26 72 16,900 234.7 16,900 Joy (m) 25 - 25,000 - 25,000 Anne (m) 25 56 24,900 444.6 24,900 Dillemma (q) 24 - 33,000 - 33,000 Tervis+ (m) 24 63 15,900 252.4 15,900 Tehnikamaailm (m) 21 70 22,900 327.1 22,900 Playboy (m) 20 - 27,000 - 27,000 Just! (w) 18 42 16,100 383.3 16,100 Stiina (m) 18 25 11,900 476.0 11,900 Meie Pere (9y) 17 18 18,000 1,000.0 18,000 Tehnikamaailma kodu ja ehitus (bm) 16 41 18,900 461.0 18,900 Toit ja Tervis (10y) 16 39 15,800 405.1 15,800 Deko (m) 16 - 16,600 - 16,600 Lilit (m) 15 - 14,000 - 14,000 Üks (bm) 15 - 15,000 - 15,000 Ärielu (w) 15 - 23,270 - 23,270 FHM (m) 15 40 25,000 625.0 25,000 Auto Bild Eesti (m) 15 38 16,400 431.6 16,400 Oma Maitse (10y) 15 28 18,400 657.1 18,400 Stiil (m) 15 28 19,900 710.7 19,900 Sporditäht (w) 15 - 16,800 - 16,800 Autoleht (w) 14 43 15,990 371.9 15,990 Saladused(m) 13 34 11,000 323.5 11,000 LOOK (2y) 13 - 30,100 - 30,100 Tarkade klubi (m) 12 - 16,990 - 16,990 Elukiri (m) 12 26 16,000 615.4 16,000 Jana (m) 12 35 19,900 568.6 19,900 Miki Hiir (2m) 11 13 9,500 730.8 9,500 [digi] (m) 11 32 16,990 530.9 16,990 Geo (m) 10 - 18,000 - 18,000

127 ESTONIA: MAGAZINES

Magazines cont. w=weekly m=monthly q=quarterly Adult Full page Adult CPT Full page bm=bimonthly Xy=X per year Circulation readership Colour Colour B/W Title (000s) (000s) EEK EEK EEK Noh? (m) 10 - 16,500 - 16,500 Avenüü (q) 10 15 17,000 1,133.3 17,000 Spunk! (m) 10 12 9,900 825.0 9,900 Maatriks (m) 8 - 17,400 - 17,400 Üliõpilasleht (7y) 8 - 14,835 - 14,835 Karjera (11y) 8 - 14,600 - 14,600 Basket (10y) 8 - 8,000 - 8,000 KÖÖK (10y) 8 11 14,900 1,354.5 14,900 Leedi (11y) 8 - 15,800 7.0 15,800 Bravo! (w) 8 12 18,900 1,575.0 18,900 Diivan (10y) 7 20 17,990 899.5 17,990 Ruum (m) 7 9 15,700 1,744.4 15,700 Buduaar (q) 6 - 16,900 - 16,900 Arvutimaailm (10y) 5 25 14,990 599.6 14,990 Motomaania (10y) 5 - 9,600 - 9,600 Eramu (5y) 5 - 8,000 - 8,000 Eesti Loodus (m) 5 20 8,500 425.0 8,500 Muumi (m) 5 19 12,900 678.9 12,900 Navigaator (q) 4 - 15,000 - 15,000 Saldo (10y) 4 - 15,990 - 15,990 Director (10y) 4 - 19,000 - 19,000 Eesti Arst (m) 4 9 9,000 1,000.0 9,000 Golf (q) 3 - 14,000 - 14,000 Tehnika Dlja vseh (m) 2 - 12,990 - 12,990 Ehitaja (10y) 2 14 14,990 1,070.7 14,990 Stroitel (q) 2 - 14,990 - 14,990 Source: TNS Emor, ZenithOptimedia Average CPT (Colour): EEK 391.5

128 ESTONIA: MAGAZINES

Top ten magazine Top magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser EEK (mill) Category EEK (mill) L'Oréal 10.6 Cosmetics/personal hygiene 29.7 Procter & Gamble 8.6 Communication/electronics/computers 7.0 Beiersdorf 5.5 Alcohol & tobacco 6.3 Aspiro Baltics 4.7 Transport 5.8 Topauto 3.5 Medicine 3.3 Unilever 3.3 Entertainment/culture/recreation 2.7 Altia 3.3 Non-alcoholic beverages 1.6 Sirowa 3.2 Household goods 1.3 Nordic Digital 2.8 Food 1.1 Pariisi Vee 2.7 Source: TNS Emor Source: TNS Emor

Top magazine owners (2008) Magazine revenue Owner EEK (mill) Ajakirjade Kirjastus 63.5 Ühinenud Ajakirjad 22.6 Presshouse 22.4 Äripäev 9.9 Forma Media 8.3 Meedium 1.6 Director ja Partnerid 1.6 Buduaar Meedia 1.3 Elukiri 1.2 Source: Central Commercial Register

129 ESTONIA: RADIO

RADIO

Number of commercial radio stations: 23 Source: ZenithOptimedia

Average daily listening minutes per adult: 270 Source: TNS Emor

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (EEK) (000s) (EEK) National Radio Kuku talk 0700-1000 670 136 4.9 Radio Elmar music 0700-1000 830 289 2.9 Radio Uuno music 0700-1000 510 167 3.1 Radio U-Pop music 0700-1000 140 23 6.1 Radio Sky Plus music/talk 0700-1100 1,232 276 4.5 Russkoje Radio* music/talk 0700-1100 812 173 4.7 Sky Radio* music 0700-1100 616 142 4.3 Raadio 3 music 0700-1100 392 66 5.9 Radio 100 FM* music, talk 0700-1000 560 117 4.8 Radio Dinamit* music 0700-1000 480 42 11.4 Star FM music, talk 0600-1000 1,134 206 5.5 Power Hit Radio music 0600-2100 560 89 6.3 Energy FM music 0700-1100 120 31 3.9 Radio Mania rock music 0800-1800 150 50 3.0 Main regional Ring FM music/talk 0600-2400 190 38 5.0 Radio Pärnu music/talk 0800-1300 210 15 14.0 Raadio Marta music/talk 0700-1400 360 - - Raadio Viru music/talk 0700-1700 180 - - Raadio Kadi music/talk 0700-1700 130 - - Sun FM music/talk 0700-2200 360 20 18.0 Source: ZenithOptimedia *

Average CPT (all commercial stations): EEK 4.8

130 ESTONIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser EEK (000s) Category EEK (000s) EMT 322 Concerts/festivals/shows 2,476 Trio 307 Cars 1,133 Rimi Baltic 286 Retail 1,020 Eesti Päevaleht 240 Financial services 998 Hermsen 211 Print media 868 Tele2 Eesti 205 Sports/recreation 694 SMS Laen 201 Building materials 501 Raha 24 193 Mobile communications 474 Elion Ettevõtted 161 Ready-made construction 449 ETK 155 Theatre/art/culture 401 Source: TNS Emor Source: TNS Emor

Top radio owners (2008) Radio revenue Owner EEK (mill) First Media 50.1 Trio LSL Raadiogruoi 48.1 Mediainvest Holding 25.6 Eurobaltradio 7.1 Ring FM 2.2 Source: Central Commercial Register

131 ESTONIA: OUTDOOR

OUTDOOR Number of outdoor sites: 7,152

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month EEK Billboard 6x3 m 372 16,000 Billboard 4.2x2 m 213 5,700 Lightbox 4.2x2 m 21 26,000 Busshelters and citylights 1.2x1.8 2,444 6,400 3-sided pillars 3x1.4x3 m 287 10,900 3-sided pillars 3x1.4x3 m (lighted) 103 16,160 2-sided pillars 2x1.4x3 m 16 5,500 Trash bins 0.5x0.7 m 2,270 280 Bridge posters 7 25,000 Lamp posts' posters 0.8x1.2 m 1,340 690 Scroller 6x3 m 19 29,000 Displays on the roof of R-kiosk 2x1 m 60 5,000 Source: Outdoor companies

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser EEK (mill) EMT 13.0 Tele2 Eesti 11.2 Saku Õlletehas 6.2 Elisa Eesti 6.1 Rimi Baltic 4.9 A-Selver 4.2 Sandman Grupp 4.0 Indoor Group 3.8 Unilever 3.1 Masterfoods 2.8 Source: TNS Emor

132 ESTONIA: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category EEK (mill) Mobile communication 29.5 Retail 17.2 Concerts/festivals/shows 11.5 Cars 9.5 Financial services 8.0 Social advertising 7.9 Alcoholic beverages 7.1 Home electronics - other 5.9 Furniture 5.8 Clothing 5.7 Source: TNS Emor Top five outdoor contractors (2008) Outdoor revenue Contractor EEK (mill) JCDecaux 73.3 ClearChannel 29.0 Sprais Reklaam 11.4 Megameedia Grupp 11.9 RF Maak 5.4 Source: Central Commercial Register

133 ESTONIA: CINEMA

CINEMA

Number of cinema screens: 67 Source: Estonian Film Foundation

Average cost of a 60 sec. spot per screen per week: EEK 2,406 Source: Forum Cinemas, Pirma Linija

Number of screens used in typical national campaign: 10 Source: ZenithOptimedia

Trend in admissions Admissions Gross takings (mill) EEK (mill) 2005 1.1 75.4 2006 1.6 106.3 2007 1.6 111.6 2008 1.6 114.0 Source: Estonian Film Foundation

Top ten films (2008) Admissions Film Horton Hears a Who 61,185 Mamma Mia! 56,335 Kung Fu Panda! 53,095 007: Quantum of Solace 52,205 Wall-E 52,046 Sex and the City 51,381 December Heat (EST) 50,369 I Was Here (EST) 46,561 Indiana Jones 4 36,911 The Dark Knight 36,411 Source: Estonian Film Foundation

134 ESTONIA: CINEMA

Top cinema Top cinema advertisers (2008) product categories (2008) Advertiser Category EMT Sweets L'Oréal Telecom Nokia Source: Forum Cinemas, Pirma Linija Leaf Ferrero Sony Ericsson Source: Forum Cinemas, Pirma Linija Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house Forum Cinemas Forum Cinemas Cinamon Pirma Linija SIA Source: ZenithOptimedia Source: ZenithOptimedia

135 ESTONIA: INTERNET

INTERNET

Homes with internet connection: 321,600 (55.3%)

Adult internet users: 679,500 (59.6%)

Adult internet users with home broadband: 597,000 (52.4%)

Typical monthly cost of internet access: EEK 350

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (EEK) eesti Banner 720x90 10,556 tartu Tower 11,833 tallinna Streaming video 12,958 hot Banner in the article 15,695 rate Special solution 20,360 pärnu Source: ZenithOptimedia keskus cv delfi auto Source: Elion Ettevõtted AS

Internet user profile Age % 16-24 26.1 25-34 24.9 35-54 21.2 55-64 16.7 65+ 11.1 Sex % Male 46.7 Female 53.3 Source: Statistics Estonia

136 ESTONIA: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Searches Site per month Search engine per month neti.ee 546,000 neti.ee 12,000,000 google.com 510,000 google.com - hanza.net 492,000 Source: Elion Ettevõtted AS delfi.ee 391,000 ilm.ee 378,000 hot.ee 297,000 postimees.ee 291,000 auto24.ee 264,000 msn.com 259,000 ohtuleht.ee 248,000 Source: TNS Emor Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser EEK (000s) Category EEK (000s) Kinnisvaraportaal 488 Internet 1,550 EMT 347 Financial services 1,427 Hansapank 331 Cars 1,134 Tele2 Eesti 266 Real estate 958 Estonian Air 251 Passenger transport 755 Balti Investeeringute Grupi Pank 240 Mobile communication 693 Eesti Ekspressi Kirjastus 218 Retail 463 Mobile Credit Baltic 208 Computers 369 Toyota 158 Furniture 336 SEB Pank 155 Print media 289 Source: TNS Emor Source: TNS Emor

Top ten internet owners (2008) Internet revenue Owner EEK (mill) Ekspress Grupi 45.8 Elion Ettevõtted 42.0 Postimees Online 22.7 Äripäev 10.3 Eesti Päevalehe 8.2 SL Õhtulehe 7.9 Diginet 6.3 Eesti Ekspressi Kirjastuse 4.8 Contranova 4.1 Buduaar Meedia 1.9 Source: Central Commercial Register

137 ESTONIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 73.3 91.5 96.7 Newspapers- - 84.0 Magazines- - 59.7 Radio64.2 84.0 - Internet34.5 59.2 65.5 Source: TNS Emor OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser EEK (mill) Category EEK (mill) Procter & Gamble 330.3 Mobile communication 465.1 EMT 194.0 Cars 333.0 Tele2 Eesti 173.4 Household hygiene 284.0 Coca-Cola 136.1 Medicine 283.1 Reckitt-Benckiser 121.7 Alcoholic beverages 260.6 L'Oréal 105.5 Concerts/festivals/shows 245.7 A.Le Coq 88.7 Financial services 235.1 Danone 82.5 Cold drinks 232.9 Elisa Eesti 76.7 Retail 222.8 Unilever 76.4 Hair care 180.3 Source: TNS Emor Source: TNS Emor Top ten media owners (2008) Media revenue Owner EEK (mill) Kanal 2 214.3 TV 3 201.6 Postimees 130.3 Äripäev 89.5 JCDecaux 73.3 Eesti Ekspressi Kirjastuse 70.0 Eesti Päevalehe Kirjastuse 68.1 Ajakirjade Kirjastus 63.5 SL Õhtuleht 60.6 First Media 50.1 Source: Central Commercial Register

138 GEORGIA: ECONOMIC DATA

GEORGIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1.49 Lari at 2008 rate

Gross Domestic Product (Lari billion) at current prices 6.6 7.5 8.6 9.8 11.6 13.8 17.0 19.1 % change 10.5 12.2 14.8 14.7 18.3 18.7 23.2 12.2 at 2008 prices 11.0 11.7 12.9 13.9 15.3 16.6 18.7 19.1 % change 5.7 6.2 9.6 8.5 9.4 8.7 12.8 2.0

Gross Domestic Product per capita (Lari 000s) at current prices 1.4 1.6 1.9 2.2 2.6 3.1 3.9 4.4 at 2008 prices 2.4 2.5 2.8 3.1 3.4 3.8 4.3 4.4

Gross Domestic Product (US$ billion) at current prices 4.5 5.0 5.7 6.6 7.8 9.2 11.4 12.8 at 2008 prices 7.4 7.9 8.6 9.4 10.2 11.1 12.5 12.8

Gross Domestic Product per capita (US$ 000s) at current prices 1.0 1.1 1.3 1.5 1.7 2.1 2.6 3.0 at 2008 prices 1.6 1.7 1.9 2.1 2.3 2.5 2.9 3.0

Population Millions 4.7 4.6 4.6 4.5 4.5 4.4 4.4 4.3

Consumer Price Index 2008=100 60.2 63.6 66.6 70.4 76.2 83.2 90.9 100.0 % change 4.6 5.6 4.8 5.7 8.2 9.2 9.3 10.0

Ad.spend as a % of GDP 0.39 0.47 0.47 0.56 0.53 0.70 0.81 0.80

Advertising Expenditure Growth (%) at current prices 18.2 34.6 14.3 37.5 11.7 57.5 42.7 10.1 at 2008 prices 13.0 27.4 9.1 30.1 3.2 44.2 30.6 0.1 Source: IFS, ZenithOptimedia

139 GEORGIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in GEL (mill) at current prices Total Newspapers Magazines TV Radio Outdoor Internet 2000 22 - - 22 - - - 2001 26 - - 26 - - - 2002 35 - - 35 - - - 2003 40 - - 40 - - - 2004 55 - - 55 - - - 2005 61 - - 59 - 2.3 - 2006 97 - - 92 - 4.5 - 2007 138 6.1 5.7 110 7.5 9.1 0.2 2008 152 7.7 6.9 118 10.1 9.0 0.3

Advertising expenditure in GEL (mill) at constant 2008 prices Total Newspapers Magazines TV Radio Outdoor Internet 2000 38 - - 38 - - - 2001 43 - - 43 - - - 2002 55 - - 55 - - - 2003 60 - - 60 - - - 2004 78 - - 78 - - - 2005 81 - - 78 - 3.1 - 2006 116 - - 111 - 5.4 - 2007 152 6.7 6.2 121 8.2 10.0 0.2 2008 152 7.7 6.9 118 10.1 9.0 0.3 Source: Georgia AGB Nielsen, 2007/2008 ZenithOptimedia estimates Notes: 1. Before discounts 2. Classified excluded 3. Production costs excluded 4. Agency commission excluded 5. Internet includes search

Main advertising restrictions Tobacco: Restricted. Alcohol: Restricted. Pharmaceutical: Restricted. Children's: No restrictions. Political: Restricted before elections.

140 GEORGIA: POPULATION

POPULATION

2 Land area (km ) 69,700 Capital city Tbilisi Languages Georgian, Russian Currency Lari (GEL) Source: CIA Factbook Population by age (2007) Male Female Total (000s) (000s) (000s) 0-15 406 373 779 16-24 368 360 728 25-34 314 325 639 35-44 293 327 619 45-54 282 327 609 55-64 169 208 377 65+ 248 395 643 Total 2,080 2,315 4,395 Source: Department of Statistics Georgia

Adult status (2007) Male Female Total (000s) (000s) (000s) C1 316 287 604 C2 603 539 1,142 D 1.4 0.4 1.8 E 165 109 275 F 419 809 1,228 Total 1,505 1,745 3,250 Source: Department of Statistics Georgia

Definition of adult status C1 = employee C2 = self-employed D = not fixed E = unemployed F = inactive

141 GEORGIA: TELEVISION

TELEVISION Television homes with: Colour 96% VCR 22% Teletext 4% Remote control 87% Cable 74% Source: AGB Nielsen Main channels Channel Commercial Georgian (1st + 2nd) Adjara Rustavi 2 Mze Kavkasia I Stereo Alania Imedi Source: AGB Nielsen

Cost/audience (2007) Peak rate Peak adult 30 sec peak 30 sec audience adult CPT Channel GEL (000s) GEL Rustavi 2 844 83 10.2 Imedi 872 107 8.2 1st 22 4 6.1 Georgian Public Broadcasting 253 20 12.8 Sakartvelo 78 - - Mze 169 11 15.1 Source: AGB Nielsen

Average CPT (all commercial channels): GEL 9.6

142 GEORGIA: TELEVISION

Ad revenue Ad revenue 2007 Channel GEL (000s) Commercial Georgian Public Broadcasting 613 Adjara 100 Rustavi 2 44,089 Mze 2,222 Kavkasia 423 I Stereo 86 Alania - Imedi 39,169 Music Box 1,203 Source: AGB Nielsen

Top ten television programmes (2007) Adult Programme Channel TVR (%) Iumorina Contserti Imedi 28.9 Euro 2008 Qual: Georgia v. Scotland Imedi 26.5 Shabatis Shous Saakhaltslo Kontserti Rustavi 2 23.6 Primetime Rustavi 2 19.3 Qronika Imedi 18.6 Faruli Vneba Serial Imedi 17.8 Geostari 2007 Rustavi 2 17.0 Club Show Rustavi 2 16.8 Imedis Talga Imedi 15.9 Reaqtsia Rustavi 2 15.7 Source: AGB Nielsen Top ten television advertisers (2007) TV expenditure Advertiser GEL (000s) Government departments 9,660 Magti GSM 3,701 Procter & Gamble 3,362 Geocell 3,221 Aversi 2,750 Coca-Cola 2,649 PSP 2,634 Colgate Palmolive 2,458 Ludsakharshi Natakhtari 2,277 Elit Eleqtroniqsi Magaziata Qseli 1,815 Source: AGB Nielsen

143 GEORGIA: TELEVISION

Top ten television product categories (2007) TV expenditure Category GEL (000s) Social ads 9,660 Mobile communication 8,537 Construction 5,881 Soft drinks 5,647 Banks 5,111 Beer 4,160 Shops 3,253 Shampoo/soap 2,854 Cultural 2,386 Medical services 1,380 Source: AGB Nielsen

Top television owners (2007) TV revenue Owner GEL (000s) Music Box (Commercial) 1,203 GPB (Publc TV) 613 Kavkasia (Commercial) 423 Ajara (State TV) 100 Source: AGB Nielsen

Top television sales houses (2007) TV revenue Sales house GEL (000s) Media House 46,398 Video International 39,169 Source: AGB Nielsen

144 GEORGIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page N=National R=Regional F=Free Circulation readership B/W B/W Colour Title (000s) (000s) GEL GEL GEL Kviris Palitra (w, N) 65 - 32 - 8 Kviris Qronika (w, N) 28 28 44 1.6 4 Msoflio sporti (d, N) 20 - 24 - - Sitkva da Sakme (w, N) 15 40 52 1.3 24 Alia (3/week, N) 14 14 20 1.4 4 Akhali Taoba (d, N) 6 6 10 1.7 2 Asaval-dasavali (3/week, N) 6 6 22 4.0 - Navigatori 5 - 12 - 8 seriali (w, N) 5 - 10 - - 24 Saati (d, N) 5 5 20 4.0 4 Versia (w, N) 5 5 16 3.2 - Georgia Today (w, F, N) 5 5 12 2.4 12 Sarbieli (d, N) 5 5 16 3.2 - Partnori 5 5 10 2.0 2 Sapatriarqos utskebani 5 5 16 3.2 4 Skanvordebis Planeta (w, N) 5 5 12 2.4 - Financial (w, F) 4 4 30 7.5 2 Georgian Business week (w, F) 4 4 20 5.0 4 National Business (w, N) 4 4 12 3.0 4 Georg. Times (English) (w, F, N) 4 4 18 4.5 2 Argumenti I fakti (w, N) 4 4 4 1.0 - Vrastan (w, N) 4 4 8 2.0 - Rezonansi (d, N) 3 3 16 5.3 - The messenger (d, N) 3 3 8 2.7 2 Pegasi (m, N) 3 3 10 3.3 2 Aliluia (m, R) 2 - - - 12 Sakhalkho ganatleba (f, N) 1 - 8 - - Saqartvelos Respublika (m, N) 1 1 14 14.0 2 Samedicino gazeti (m, R) 1 1 4 4.0 4 Source: Publicis Group records

Average CPT (B/W): GEL 2.4

145 GEORGIA: NEWSPAPERS

Top ten newspaper advertisers (2007) Advertiser Bank of Georgia TBC Aversi PSP Sakhalko bank Procredit Bank Lukoil Wissol Reitingi DS Source: Publicis Group records

Top newspaper product categories (2007) Category Banks Medical services Oil companies Magazines Financial companies Source: Publicis Group records Top newspaper owners (2007) Owner Alia Holding GBC Kviris Palitra Media House Media Holding Georgian Times Source: Publicis Group records

146 GEORGIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly q=quarterly Adult N=national F=Free Circulation readership Title (000s) (000s) Business Business new (m, N) 8 8 Business (m, N) 3 3 Sakartvelos ekonomika (m, N) 3 3 Business Matsne (m, N) 2 2 Buisnesi da kanonmdebloba (m, N) 2 2 AMCHAM news (2 per month, R) 2 2 Women's Kosmopoliteni (m, N) 10 8 Odjakhis mkurnali 9 9 Aversi - Janmrteli sicockhle (m, N) 5 5 Men's Arsenali (F, N) 8 8 Teenage/youth Sabavshvo Karuseli (w, N) 9 - Oskari (w, N) 5 - Varskvlavebi (m, N) 5 - Design Style (2 per month, N) 5 5 Bravacassa (m, N) 4 4 Stli 4 4 General interest Sarke (w, N) 70 40 Tbiliselebi (w, N) 60 35 Gza (w, N) 25 22 Reiting (w, N) 14 7 Yellow Pages (N) 7 7 Bomondi (m, N) 7 5 Anabechdi (q, R) 5 5 Pirveli (q, N) 5 5 10 (m, N) 4 8 Saxe(l)ebi y Tbilisi 4 4 Fokusi (m) 3 3 Science Express (m, N) 4 4 Fenomeni (m, N) 2 2 Tourism Turistuli Meguri (N) 4 4 Property Akhali bina (q, N) 6 6 Other Tskheli shokoladi (m, N) 5 5 Avto (w, N) 2 1 Source: Publicis Group records

147 GEORGIA: MAGAZINES

Top ten magazine advertisers (2007) Advertiser Bank of Georgia TBC Oriflame Vichy Dior Nokia Lancôme Redix DS Bank Republic Source: Publicis Group records Top ten magazine product categories (2007) Category Cosmetics Hygiene Perfume Banks Drinks Cigarettes Oil companies Property companies Clothing Mobile communication Source: Publicis Group records Top magazine owners (2007) Owner Business Publishing M publishing Kviris Palitra Media House GBC Source: Publicis Group records

148 GEORGIA: RADIO

RADIO

Number of commercial radio stations: 19 Source: Publicis Group records

Average daily listening minutes per adult: 160 Source: Publicis Group records

Costs/audiences Peak rate (30 sec) Station Type (GEL) National Imedi info/politics 35.2 Ar daidardo Georgian/Russian music 28.1 Auto Radio for drivers 28.1 Fortuna retro music 28.1 Fortuna+ youth 28.1 Utsnobi retro music 49.2 Natsnobi Georgian music 35.2 Source: IPM

Top ten radio Top radio product advertisers (2007) categories (2007) Advertiser Category Bank of Georgia Banks TBC Oil companies Geocell Cosmetics Magti Beer Sakhalkho Bank Mobile communication Lukoil Source: Publicis Group records Natakhtari Kazbegi Beauty Saloons Source: Publicis Group records

Top radio owners (2007) Owner Radio Sakartvelo Radio Utsnobi Source: Publicis Group records

149 GEORGIA: OUTDOOR

OUTDOOR Number of outdoor sites: 1,800

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month GEL Billboard 34 1,125 Lamppost sign 86 141 Light box 259 352 Unipoll 16 2,767 Neon roof sign 4 2,109 Roof top 70 6,327 Wall murals 83 3,515 Bus shelter 316 352 Overpass billboard 92 7,030 Product model 1 15,466 Street sign 24 281 Computer screen 4 14.06/min Other 3 - Backlit 718 844 Bridge parapet 25 - Pillar 20 352 Trivisioni 45 703 Source: IPM

Top ten outdoor Top ten outdoor product advertisers (2007) categories (2007) Outdoor expenditure Outdoor expenditure Advertiser GEL (000s) Category GEL (000s) Philip Morris 358.9 Finance 1,348.5 Standard Bank 355.3 Tobacco 1,189.6 Geocell 311.2 Drinks 594.6 People's Bank 232.7 Construction 562.0 OGT 226.4 Trade/commerce 257.1 TBC Bank 202.7 Video equipment 251.2 Karelia 176.5 Household appliances 168.1 MAGTI 173.4 Insurance 150.0 Adjara 170.6 Transport 140.1 Sony 169.6 Technical equipment 135.2 Source: IPM Source: IPM Top outdoor contractors (2007) Contractor Outdoor.ge + Vellagio Source: Publicis Group records

150 GEORGIA: CINEMA

CINEMA

Number of cinema screens: 11 Source: Cinemas Average cost of a 60 sec. spot per screen per week: GEL 598 Source: Cinemas Trend in admissions Admissions Gross takings (mill) (GEL million) 2003 15 150 2004 20 200 2005 25 250 2006 30 300 Source: Cinemas

Cinema audience profile Age % 4-13 30 13-19 35 20-50 30 Other 5

Top ten films (2007) Film Irony of Destiny Bee Movie Pirates of the Caribbean 3 13 friends of Ousion Spiderman 300 Shrek 3 Ratatouille Penguin Taxi 4 Source: Publicis Group records

151 GEORGIA: CINEMA

Top ten cinema advertisers (2007) Advertiser Pepsi Coca-Cola TBC Magti Geocell Natakhtari 3D Samsung Mexx GPC Source: Publicis Group records Top cinema product categories (2007) Category Drinks Soft drinks Banks Mobile communication Technical equipment Clothes Medical services Property companies Source: Publicis Group records

Top cinema owners (2007) Owner Rustaveli Source: Publicis Group records

152 GEORGIA: INTERNET

INTERNET

Homes with internet connection (2007): 46,561

Adult internet users (2007): 360,000 (7.8%)

Typical monthly cost of internet access (2007): GEL 50

Average minutes spent online per day (adults with internet access - 2007): Total: 183 At home: 106 At work: 77

Cost of display ads Typical cost per thousand Type GEL Banner 400 Pop-up 500 Streaming video 800 Source: Internet sites

Internet user profile Age % 18-24 29.1 25-34 31.1 35-44 19.8 45-54 11.4 55-64 6.4 65+ 2.2 Income (GEL) % 100-200 15.8 200-300 16.3 300-400 11.9 400-500 13.7 500-1,000 16.5 1,000-1,500 5.9 1,500-3,000 3.5 3,000+ 2.0 no answer 14.4 Source: BCG Research

153 GEORGIA: INTERNET

Top ten internet sites (2007) Top search engines (2007) Unique visitors Searches Site per month Search engine per month Avoe.ge 1,312,200 Top.ge 669,660 MyVideo.ge 624,750 Internet.ge 239,220 Gol.ge 618,270 Google.ge 240,228 Files.ge 607,560 Jobs.ge 227,430 All Shares.ge 559,140 Boom.ge 331,890 MyAuto.ge 394,230 Geres.ge 220,881 Rustavi2.ge 343,740 Source: Internet search sites JeJeStudio 492,180 Link.ge 434,580 MagtiFun.ge 364,980 Source: Top.ge Top ten internet Top internet product advertisers (2007) categories (2007) Advertiser Category Sakartvelos banki Banks Wissol Oil companies TBC Medical services Aversi Cosmetics Banki Respublica Websites Ici Pari Education Aris.ge Source: Internet sites MyCar.ge Tvali.ge MyAuto.ge Source: Internet sites Top ten internet Top internet owners (2007) sales houses (2007) Owner Sales house MyVideo.ge Caucasus online Rustavi2 Top.ge Magti All shares.ge JeJeStudio Source: Internet sites Babajana Bin.ge Tvali.ge Hop.ge MyAuto.ge TBC Source: Internet sites

154 GEORGIA: OVERALL

OVERALL

Top ten overall Top ten overall product advertisers (2007) categories (2007) Advertiser Category Bank of Georgia Banks TBC Mobile communication Magti Oil companies Geocell Drinks People's Bank Medical services Wissol Cosmetics Coca-Cola Beer PSP Technical equipment Procter & Gamble Property companies ludsakharshi Natakhtari Services Source: Publicis Group records Source: Publicis Group records

Top ten media Top owners (2007) sales houses (2007) Owner Sales house Outdoor.ge Media House Radio Sakartvelo Video Internetional Rustaveli (Cinemas) Caucasus online Music Box (Commercial) Top.ge Alia Holding All shares.ge GBC Source: Publicis Group records Kviris Palitra Media House Media Holding Georgian Times M publishing Velagio Source: Publicis Group records

155 GREECE: ECONOMIC DATA

GREECE ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ million) at current prices 146,300 156,600 171,400 185,900 197,600 213,200 228,200 242,900 % change 20.4 7.0 9.5 8.5 6.3 7.9 7.0 6.4 at 2008 prices 184,933 191,091 202,002 212,946 218,497 228,591 237,655 242,900 % change 16.4 3.3 5.7 5.4 2.6 4.6 4.0 2.2

Gross Domestic Product per capita (€) at current prices 13,288 14,236 15,554 16,839 17,866 19,242 20,540 21,804 at 2008 prices 16,797 17,372 18,330 19,289 19,756 20,631 21,391 21,804

Gross Domestic Product (US$ million) at current prices 214,202 229,283 250,952 272,182 289,312 312,152 334,114 355,637 at 2008 prices 270,765 279,783 295,756 311,780 319,907 334,687 347,958 355,637

Gross Domestic Product per capita (US$) at current prices 19,455 20,844 22,772 24,654 26,158 28,173 30,073 31,924 at 2008 prices 24,593 25,435 26,838 28,241 28,925 30,206 31,319 31,924

Population Millions 11.0 11.0 11.0 11.0 11.1 11.1 11.1 11.1

Consumer Price Index 2008=100 79.1 82.0 84.9 87.3 90.4 93.3 96.0 100.0 % change 3.4 3.6 3.5 2.9 3.6 3.1 3.0 4.1

Ad.spend as a % of GDP 1.08 1.13 1.09 1.10 1.12 1.12 1.18 1.07

Advertising Expenditure Growth (%) at current prices 3.8 12.0 5.9 9.5 7.6 8.2 13.0 -3.2 at 2008 prices 0.4 8.1 2.3 6.4 3.9 4.9 9.8 -7.0 Source: IFS, ZenithOptimedia

156 GREECE: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,217 197 327 512 56 6 120 - 1999 1,294 198 339 542 55 7 153 - 2000 1,522 235 423 584 55 13 212 - 2001 1,580 197 481 584 59 13 246 - 2002 1,769 201 544 649 73 14 288 - 2003 1,873 238 617 638 76 14 290 - 2004 2,050 290 723 684 91 14 248 - 2005 2,206 332 807 693 94 15 265 - 2006 2,386 377 886 705 96 16 306 - 2007 2,696 434 945 855 115 17 330 - 2008 2,610 406 1,031 784 189 16 184 -

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,684 273 452 708 77 8 166 - 1999 1,745 267 457 731 74 9 206 - 2000 1,989 307 553 763 72 17 277 - 2001 1,997 249 608 738 75 16 311 - 2002 2,159 245 664 792 89 17 351 - 2003 2,207 280 727 752 90 16 342 - 2004 2,348 332 828 784 104 16 284 - 2005 2,439 367 892 766 104 17 293 - 2006 2,558 404 950 756 103 17 328 - 2007 2,808 452 984 890 120 18 344 - 2008 2,610 406 1,031 784 189 16 184 - Source: Media Services, ZenithOptimedia Notes: 1. Includes agency commission (15%) 2. Excludes production costs 3. Excludes classified advertising 4. Before discounts (except TV, which is after discounts) 5. From 1999 the figures exclude some ad categories that receive unusually high discounts 6. Cinema is an agency estimate from 1998

Main advertising restrictions Tobacco: Banned. Alcohol: Not allowed before 1800 on radio, and 1900 on TV. Pharmaceutical: OTC only. Children's: Not allowed before 2200 on TV.

157 GREECE: POPULATION

POPULATION

Land area (km2) 130,800 Capital city Language Greek Currency Euro (€) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 821 775 1,596 16-24 705 648 1,353 25-34 885 825 1,710 35-44 845 831 1,676 45-54 743 755 1,498 55-64 595 643 1,238 65+ 904 1,129 2,033 Total 5,498 5,606 11,104 Source: National Statistical Service of Greece

Adult status Male Female Total (000s) (000s) (000s) AB 265 273 538 C1 264 252 516 C2 1,098 1,095 2,193 D 662 688 1,350 E 1,203 1,174 2,377 Total 3,492 3,482 6,974 Source: TGI (does not include islands)

Definition of adult status AB = upper social class C1 = upper social class C2 = middle social class D = lower social class E = lower social class

158 GREECE: TELEVISION

TELEVISION

Number of households: 3,664,392

Number of television households: 3,657,063 (99.8%)

Television homes with: Colour 100.0% VCR 39.4% DVD 79.7% Multiset 68.1% Satellite dish (DTH) - total 9.8% Digital terrestrial television (DTT) 17.0% Source: National Statistical Service of Greece, TGI/MRB Hellas, AGB Nielsen Media Research

Average minutes viewed per day per adult: 268

Average pay-TV subscription cost Average monthly subscription € Satellite dish (DTH) - total 60 Source: ZenithOptimedia

159 GREECE: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial Info 100 24 - Sport+ 100 24 - Prisma 100 24 - Cine+ 100 24 - Commercial Mega 100 24 1,594 Antenna 100 24 1,368 Alpha 100 24 1,454 Alter 100 24 1,518 Star 100 24 1,320 Net 100 24 757 Skai 100 24 1,168 ET-1 100 24 462 ET-3 100 24 536 MAKTV 100 24 552 Extra 3 100 24 77 Channel 9 100 24 - Mad 100 24 - Filmnet (cable) 100 24 - Magic 100 24 - Sueprsport (cable) 100 24 - Nova (cable) 100 24 - Source: AGB Nielsen Media Research, Media Services Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € Commercial Mega 2000-2359 835 599 1.4 Antenna 2000-2359 757 430 1.8 Alpha 2000-2359 539 468 1.2 Alter 2000-2359 407 294 1.4 Star 2000-2359 768 310 2.5 Net 2000-2359 458 332 1.4 Skai 2000-2359 - 129 - ET-1 2000-2359 413 105 3.9 ET-3 2000-2359 12 106 0.1 MAKTV 2000-2359 77 18 4.3 Extra 3 2000-2359 - 22 - Channel 9 2000-2359 - 3 - Mad 2000-2359 - 3 - Filmnet (cable) 2000-2359 - 4 - Magic 2000-2359 - 2 - Sueprsport (cable) 2000-2359 - 2 - Source: AGB Nielsen Media Research, Media Services Average CPT (all commercial channels): €1.6

160 GREECE: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (mill) Commercial MEGA 18.3 17.9 246 ANTENNA 15.2 15.3 152 ALPHA 13.6 14.3 122 ALTER 11.1 11.7 66 STAR 10.4 9.8 132 NET 10.3 10.7 39 SKAI 3.8 3.8 - ET-1 3.4 3.3 0.8 ET-3 3.4 3.6 0.5 MAKTV 0.5 0.5 1.0 EXTRA 3 0.4 0.5 - CHANNEL 9 0.3 0.1 - MAD 0.2 0.2 - FILMNET (cable) 0.1 0.1 - MAGIC 0.1 0.1 - SUPERSPORT (cable) 0.1 0.1 - Source: AGB Nielsen Media Research, Media Services

Top ten television programmes (2008) Adult Programme Channel TVR Al Tsantiri News Alpha 23.9 Lakis, o glikoulis Mega 18.1 Polikatoikia Mega 15.8 Eytixismenoi mazi Mega 14.8 Pame paketo Alpha 14.7 Euro 2008 Ceremony Net 14.5 Net 14.3 Euro 2008 games Net 12.8 LAPD Mega 12.2 Latremenoi mou geitones Mega 12.0 Source: AGB Nielsen Media Research

161 GREECE: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 33 Mobile telephony 83 Cosmore 28 Cars 68 Vodafone 26 Banks 67 Unilever 24 Dairy products 54 Wind-Tellas 24 Confectionery 39 Vivartia 19 Fixed telephony 38 OTE 18 Public sector 29 Nestlé 13 Soft drinks 28 L'Oréal 12 Alcohol 25 OPAP 12 Detergents 23 Source: Media Services Source: Media Services

Top television owners (2008) TV revenue Owner € (mill) Tiletitos 271 Antenna Group 169 New Television 142 Alpha 138 Kouris Media Group 89 Public Sector 54 Source: Media Services

162 GREECE: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly 3w=three times a week Adult Full page Adult CPT Full page N=National R=Regional F=Free Circulation readership B/W B/W Colour Title (000s) (000s) € € € (w,R,F) 120 332 9,300 28.0 9,300 City Press (d, R, F) 100 333 12,000 36.0 12,000 Metro (d, R, F) 100 332 16,000 48.2 16,000 Lifo (w, R, F) 100 292 9,800 33.6 9,800 FAQ (w, R,F) 100 122 9,500 77.9 9,500 Metropolis (d,R,F) 90 167 10,500 62.9 10,500 O Kosmos tou Ependiti (w,N) 80 227 11,600 51.1 15,500 (d,N) 59 191 9,600 50.3 14,350 (d, N) 53 110 6,800 61.8 9,200 Eletherotipia (d,N) 46 176 8,100 46.0 11,600 Vima (d, N) 46 63 14,000 222.2 19,100 (d, N) 42 170 7,600 44.7 9,600 Chrisi Efkeria (3w, N) 41 200 4,520 22.6 4,520 Eleftheros Tipos (d,N) 32 130 7,000 53.8 10,000 Sto Karfi (w,N) 26 - 3,900 - 5,000 Espresso(d, N) 21 117 4,750 40.6 6,300 Sfina (w,N) 16 - 5,500 - 6,500 Isotimia (w,N) 16 68 6,800 100.0 8,470 Pontiki (w,N) 14 - 4,990 - 6,144 Axia (w,N) 13 44 - - 8,610 (d, N) 12 - 9,500 - 11,500 Paraskevi +13 (w,N) 12 97 5,000 51.5 6,000 Adesmeftos Tipos (d, N) 11 - 6,000 - 7,800 (d, N) 9 48 3,000 62.5 4,200 Aggelioforos (d,R) 8 43 4,400 102.3 5,900 Eleftheros (d,N) 6 - 4,200 - 8,400 (d,R) 5 - 5,000 - 7,000 Avriani (d, N) 4 - 3,500 - 5,250 (d,N) 3 - - - 5,450 Avgi (d, N) 2 - - - 4,200 Vravini (d, N) 2 - 9,900 - 10,890 Simvoulos (w,N) 2 - - - 5,800 Xrimatistitio (d,N) 2 - 6,000 - 6,800 Eleftheri ora (d, N) 1 - 4,400 - 6,600 Xora (d, N) 1 - 8,610 - 10,500 Metochos (w,N) 1 - 5,000 - 6,000 NIki (d, N) 1 - 3,600 - 4,200 O Logos (d,N) 0.3 - 4,000 - 6,000 Sunday Titles Vima (w, N) 191 875 14,000 16.0 19,100 (w, N) 191 806 13,500 16.7 18,500 Eleftherotipia (w, N) 159 818 13,100 16.0 18,300 Kathimerini (w, N) 157 645 11,000 17.1 15,500 Ethnos (w, N) 125 741 13,000 17.5 15,000 Tipos (w, N) 91 344 - - 12,300

163 GREECE: NEWSPAPERS

Newspapers cont. d=daily w=weekly 3w=three times a week Adult Full page Adult CPT Full page N=National R=Regional F=Free Circulation readership B/W B/W Colour Title (000s) (000s) € € € Sunday titles cont. Real news (w, N) 84 - 8,000 - 9,000 Espresso (w, N) 35 263 6,300 24.0 8,250 Aggelioforos (w,R) 25 158 6,500 41.1 9,200 Makedonia (w,R) 24 64 6,100 95.3 8,540 Rizospastis (w, N) 22 153 5,000 32.7 7,000 To Paron (w, N) 13 72 6,400 88.9 8,960 Adesmeftos Tipos (w, N) 11 - 6,000 - 7,800 Apogevmatini (w, N) 9 161 9,500 59.0 11,500 Avgi (w, N) 5 - - - 4,560 Avriani (w, N) 4 - 4,500 - 6,750 Vravini (w, N) 3 - 11,880 - 12,870 Eleftheri ora (w, N) 3 - 5,300 - 7,950 Epochi (w, N) 2 - 4,150 - 4,500 Xora (w, N) 2 - 9,660 - 12,600 Niki (w, N) 0.6 - 3,600 - 4,200 Subscribed (d,N) - 65 5,700 87.7 7,000 Kerdos (d,N) - 46 5,742 124.8 7,128 Express (d,N) - 40 5,200 130.0 7,000 Imerisia (d,N) - 29 5,500 189.7 6,800 Sports Sport day (d,N) 41 190 - - 7,700 Fos ton Spor (d,N) 25 - 4,000 - 5,200 Protathlitis (d,N) 25 - - - 1,500 Goal News (d,N) 24 117 6,926 59.2 7,800 Exedra (d,N) 17 - - - 7,300 Prasini (d,N) 11 - - - 8,000 Filathlos (d,N) 10 - 3,500 - 5,250 Sporttime (d,N) 7 - - - 7,700 I ora ton sport (d,N) 7 - - - 4,000 Derby sports (d,N) 6 - 4,200 - 5,000 Athlitiki (d,N) 4 - 4,000 - 6,000 Score Live (d,N) 3 - 4,410 - 5,880 Sport tou Vorra (d, N) - 50 1,800 36.0 2,520 Metro Sport (d,N) - 93 2,350 25.3 3,350 Source: ZenithOptimedia

Average CPT (B/W): €35.4

164 GREECE: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (mill) Category € (mill) Opap 16 Banks 41 Bank Of Piraeus 14 Public sector 30 EFG Eurobank 7 Travel 21 Cosmote 6 Services 12 National Bank of Greece 6 Cars 11 Modern Times 6 Home stores 10 Hellenic Post Pank 6 Others 10 Alpha Bank 5 Education 10 Marfin Egnatia Bank 5 Fixed telephony 9 Ministry of Finance 5 Mobile telephony 9 Source: Media Services Source: Media Services

Top ten newspaper owners (2008) Newspaper revenue Owner € (mill) DOL 61 Alafouzos 61 Pigasos 58 Metrorama 53 KMP Ekdotiki 48 Tegopoulos 38 Proto Thema 30 Best End 20 Idrima Tipoy 18 Daily Press 18 Source: Media Services

165 GREECE: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) € € € Supplements Vimagazino (w) 191 820 8,800 10.7 8,800 Vimagourmet (m) 191 813 8,500 10.5 8,500 Vimadonna (m) 191 737 11,000 14.9 11,000 Vimadeco (m) 191 641 8,800 13.7 8,800 Big Fish (w) 191 525 8,500 16.2 8,500 Vimamen (m) 191 493 11,000 22.3 11,000 Ola (w) 191 478 5,000 10.5 5,000 Votre Beaute (m) 191 448 10,400 23.2 10,400 Homme (m) 191 - 11,000 - 11,000 TV guide (w) 191 - 6,200 - 6,200 Epsilon (w) 159 683 8,800 12.9 8,800 Gourmet (m) 159 672 8,500 12.6 8,500 On Off (w) 159 524 7,500 14.3 7,500 Grazia (m) 159 371 9,000 24.3 9,000 Epta (w) 159 311 10,000 32.2 10,000 Casa Viva (m) 159 294 9,000 30.6 9,000 Gastronomos (m) 157 638 7,400 11.6 7,400 Kappa (w) 157 396 7,200 18.2 7,200 Maison Decoration (m) 157 354 9,000 25.4 9,000 GK (m) 157 245 8,200 33.5 8,200 Taxidia (w) 157 - 7,400 - 7,400 Ginaima (m) 157 - 9,200 - 9,200 Ikones (w) 125 496 7,500 15.1 7,500 TV Etnos (w) 125 579 6,000 10.4 6,000 Taxidromos (w) 59 - 7,200 - 7,200 Auto Nea (w) 59 - 4,200 - 4,200 Diakopes (w) 59 - 3,000 - 3,000 Popular Medicine (m) 59 - 3,000 - 3,000 Auto car (m) 46 125 8,000 64.0 8,000 9 (w) 46 117 5,000 42.7 5,000 Ygeia& Diatrofi (w) 46 61 11,600 190.2 11,600 Geo (w) 46 - 7,300 - 7,300 Ethnosport (w) 42 345 6,200 18.0 6,200 Car & Drive (m) 42 309 9,000 29.1 9,000 Armonia (w) 42 149 7,500 50.3 7,500 Chrimasport (w) 42 122 4,600 37.7 4,600 Women's Cosmopolitan (m) 94 543 9,500 17.5 9,500 Glamour (m) 71 412 9,300 22.6 9,300 Mirror (m) 66 370 8,600 23.2 8,600 Lucky (m) 66 218 8,800 40.4 8,800 Elle (m) 55 478 9,700 20.3 9,700 Young (m) 49 102 8,000 78.4 8,000

166 GREECE: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) € € € Pink Woman (m) 48 167 8,300 49.7 8,300 Lipstick (m) 42 189 8,500 45.0 8,500 Marie Claire (m) 40 409 9,500 23.2 9,500 In style (m) 37 253 9,700 38.3 9,700 Madame Figaro (m) 36 372 9,300 25.0 9,300 Jolie (m) 36 100 7,800 78.0 7,800 Vogue (m) 35 392 9,600 24.5 9,600 Astrologos (m) 35 225 5,600 24.9 5,600 Life & Style (m) 30 365 8,500 23.3 8,500 Celebrity (m) 28 184 8,000 43.5 8,000 Astra & Οrama (m) 24 215 5,600 26.0 5,600 Mommy (m) 18 201 6,000 29.9 6,000 Olive (m) 18 64 6,000 93.8 6,000 L'officiel (m) 17 71 8,800 123.9 8,800 Goneis en drasi (m) 17 - 4,250 - 4,250 Real Food (m) 14 69 7,500 108.7 7,500 Kouzina & Poiotita (bm) 10 195 2,850 14.6 2,850 Parents (m) 10 - 5,800 - 5,800 Astrella (m) 8 57 4,900 86.0 4,900 GLAM+STYLE (m) 6 - 3,500 - 3,500 Men's Maxim (m) 22 165 9,300 56.4 9,300 Playboy (m) 21 137 8,000 58.4 8,000 Status (m) 19 174 8,500 48.9 8,500 Penthouse (m) 19 - 7,000 - 7,000 Max (m) 19 - 8,700 - 8,700 Esquire (m) 10 117 10,200 87.2 10,200 Life style Hello (w) 39 210 6,500 31.0 6,500 OK (w) 35 224 6,800 30.4 6,800 Athinorama (w) 31 220 5,000 22.7 5,000 Free (m) 29 138 8,600 62.3 8,600 Nitro (m) 27 379 8,500 22.4 8,500 Down Town (w) 24 191 6,800 35.6 6,800 Ciao (w) 14 - 800 - 800 Cinema (m) 11 174 5,500 31.6 5,500 XAI(w) 5 - 800 - 800 Bizz (w) 2 - 800 - 800 TV Tiletheatis (w) 91 501 7,500 15.0 7,500 7 meres TV (w) 90 601 7,650 12.7 7,650 TV Zapping (w) 70 378 7,500 19.8 7,500 Tilerama (w) 65 306 7,250 23.7 7,250 Radiotileorapi (w) 30 152 420 2.8 330 Tilekontrol (w) 28 85 3,450 40.6 3,150 TV Avanti (w) 17 - 6,000 - 6,000 Ti Vo (w) 16 - 6,000 - 6,000

167 GREECE: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) € € € Auto-moto 4 Troxoi (m) 22 413 9,000 21.8 9,000 Auto Bild (w) 19 - 7,000 - 7,000 Burn it Out (m) 12 208 6,500 31.3 6,500 Drive (m) 11 146 8,000 54.8 8,000 Agora Aftokinitou (m) 11 - 450 - 450 Metal Hammer (m) 9 - 6,000 - 6,000 Auto triti (w) 9 241 7,000 29.0 7,000 Moto (m) 9 156 4,000 25.6 4,000 Super Autocar (m) 8 - 7,000 - 7,000 0-300 (m) 8 77 4,200 54.5 4,200 Top Gear (m) 7 119 7,800 65.5 7,800 Power Bikes (m) 6 58 6,800 117.2 6,800 Computers & science Focus (m) 31 287 7,500 26.1 7,500 PC Magazine (m) 18 166 5,700 34.3 5,700 National Geographic (m) 16 459 7,900 17.2 7,900 Computer Active (m) 16 - 1,500 - 1,500 Ram (m) 15 163 6,100 37.4 6,100 PC World (m) 14 - 6,000 - 6,000 T3 (m) 11 45 5,700 126.7 5,700 Science Illustrated (m) 10 109 6,500 59.6 6,500 Hi Tech (m) 10 78 5,700 73.1 5,700 Playstation 2 (m) 10 - 2,500 - 2,500 Ichos & Ikona (m) 9 - 3,500 - 3,500 Playstation (m) 8 95 2,500 26.3 2,500 Stuff (m) 6 - 3,000 - 3,000 Health Men's Health (m) 37 241 8,500 35.3 8,500 Forma (m) 33 255 6,900 27.1 6,900 Prevention (m) 33 189 6,800 36.0 6,800 VITA (m) 25 278 6,500 23.4 6,500 Shape (m) 25 151 6,300 41.7 6,300 Decorating DECOration (m) 26 - 3,000 - 3,000 oikia & Diakosmisi (m) 19 474 3,600 7.6 3,600 Idaniko Spiti (m) 15 364 3,900 10.7 3,900 Idees & Liseis (m) 13 407 4,000 9.8 4,000 Mastoremata (m) 13 - 3,000 - 3,000 Allaxe to spiti (m) 12 - 3,000 - 3,000 Live in (m) 10 - 3,000 - 3,000 Kids/teens Super Katerina (m) 48 95 6,500 68.4 6,500 SPORTY (m) 47 96 7,500 78.1 7,500 Bob o Sfouggarakis (m) 24 - 4,500 - 4,500 Katerina (w) 16 - 2,000 - 2,000 SPIDER-MAN SPECTACULAR (m) 13 - 1,600 - 1,600

168 GREECE: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) € € € Ram Kid (m) 13 66 6,000 90.9 6,000 SPIDER-MAN & Friends (m) 9 - 1,600 - 1,600 Miki Maous (w) 9 - 1,170 - 1,170 National Geographic for Kids (m) 4 - 7,500 - 7,500 0-6 (m) 3 - 3,000 - 3,000 Travel PASSPORT (m) 13 - 4,500 - 4,500 ICONS (m) 9 - 7,000 - 7,000 VOYAGER (m) 7 72 6,500 90.3 6,500 Source: Europe, Bari/Focus, ZenithOptimedia

Average CPT (Colour): €25.6

169 GREECE: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (mill) Category € (mill) L'Oréal 16 Clothing 46 Notos Com Holdings 15 Beauty care 38 Procter & Gamble 14 Car accessories 32 Unilever 13 Clothes/shoes 31 Estée Lauder 11 Cars 26 Natural Medicines 7 Skincare 22 Modern Times 7 Furniture stores 21 Bosil 6 Travel 18 Diageo 6 Pharmaceuticals 17 Pernod Ricard 6 Services 15 Source: Media Services Source: Media Services

Top ten magazine owners (2008) Magazine revenue Owner € (mill) Liberis 148 DOL 132 Attikes 108 Imako 99 Pegasus 78 Tegopoulos 54 Hachette Rizzoli 52 Alafouzos 38 Thema 29 Dafni 23 Source: Media Services

170 GREECE: RADIO

RADIO

Number of commercial radio stations: 1,100 Source: Bari/Focus

Average daily listening minutes per adult: 156 Source: Bari/Focus

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National ERA 2. 103.7 music 0800-1000 24 41 0.6 ERA 3 107.7 music 0800-1000 24 27 0.9 ERA SPORT 101.8/100.9 sport 0800-1000 24 61 0.4 NET 105.8/91.6 info 0700-0800 24 38 0.6 0800-1000 24 39 0.6 Athens area ALPHA 98.9 info 0800-1000 270 57 4.7 ANGEL 88.9 music 0700-1000 150 42 3.6 ANTENNA 97.2 info 0800-1000 60 58 1.0 BEST 92.6 music 0800-1000 150 54 2.8 CITY 99.5 info 1200-1400 150 14 10.7 DIESI101.3 music 1000-1300 105 74 1.4 DERTI 98.6 music 0700-1000 180 78 2.3 DROMOS 89.8 music 0700-1000 150 66 2.3 95.2 ATHENS DEE JAY music 0700-1000 165 94 1.8 902 ARISTERA STA FM info 0600-0900 36 12 3.0 EN LEFKO 87.7 music 1000-1200 36 41 0.9 FLASH 96.0 info 0900-1100 36 31 1.2 GALAXY 92.0 music 0900-1200 180 65 2.8 HIJACK 96.6 music 0800-1000 150 7 21.4 1400-1600 150 7 21.4 1600-1800 150 7 21.4 1800-2000 120 7 17.1 JOHN GREEK 88.6 music 0700-1000 150 47 3.2 KISS FM 92.9 music 0800-1000 240 81 3.0 KOSMOS 93.6 music 0800-1000 24 45 0.5 LAMPSI 92.3 music 0600-1000 510 130 3.9 LOVE RADIO 97.5 music 0800-1000 71 40 1.8 MAD RADIO 106.2 music 1700-1900 90 23 3.9 1900-2100 90 23 3.9 NITRO 102.5 music 0700-1000 120 48 2.5 NOVASPOR FM 94.6 sport 0700-1000 240 127 1.9 OASIS 88.0 music 0700-1200 120 66 1.8

171 GREECE: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € ORANGE 93.3 music 1000-1300 42 46 0.9 REAL FM 97.8 info 0800-1000 195 74 2.6 RED 96.3 music 0700-1000 180 74 2.4 ROCK FM 9.69 music 0700-1000 105 48 2.2 RITHMOS 9.49 music 0600-1000 270 124 2.2 SENTRA 103.3 sport 0800-0930 180 17 10.6 SKAI 100.3 info 0930-1100 180 18 10.0 0700-1000 570 195 2.9 SFERA 102.2 music 0700-1000 240 80 3.0 VILLAGE FM 88.3 music 1400-1800 45 62 0.7 1800-2200 45 61 0.7 Thessaloniki area METROPOLIS 95.5 sport 1000-1200 54 26 2.1 ANTENNA 97.5 info 0800-1000 240 16 15.0 102.6 PLUS RADIO music 1800-2000 36 12 3.0 1000-1200 54 10 5.4 105.5 ROCK music 1400-1600 54 10 5.4 1000-1200 60 7 8.6 92.8 ELLINIKOS FM music 1200-1400 60 7 8.6 93.1 HEART FM music 1000-1200 75 16 4.7 95.1 KOSMORADIO music 1000-1200 72 17 4.2 EXTRA SPORT 103 FM sport 1400-1600 48 8 6.0 EROTIKOS 94.8 music 1000-1200 60 18 3.3 FM 100 DIMOTIKO RADIO info 0800-1000 7 12 0.6 1400-1600 90 23 3.9 IMAGINE 89.7 music 1600-1800 75 22 3.4 LAIKOS FM 87.6 music 1000-1200 60 16 3.8 LIBERO 107.4 sport 1400-1600 15 15 1.0 MELODIKOS 96.8 music 1000-1200 21 6 3.5 1000-1200 38 8 4.8 1200-1400 45 8 5.6 89 RAINBOW music 1400-1600 38 8 4.8 1600-1800 38 8 4.8 1800-2000 45 8 5.6 1000-1200 21 7 3.0 OLA 91.4 music 1200-1400 18 7 2.6 1800-2000 21 7 3.0 PALMOS 96.5 music 1000-1200 30 6 5.0 1000-1200 54 11 4.9 PANORAMA 9.84 music 1200-1400 54 11 4.9 PIRATIKOS FM 107.7 music 1000-1200 12 9 1.3 RADIO ENA 99.0 music 1000-1200 22 12 1.8 RADIO THESSALONIKI 94.5 info 0800-1000 210 53 4.0 REPUBLIC 100.3 music 1200-1400 42 14 3.0

172 GREECE: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € RSO 91.7 music 1000-1200 45 14 3.2 0800-1000 120 5 24.0 1000-1200 120 5 24.0 RITHMOS104.0 music 1200-1400 120 5 24.0 1600-1800 120 5 24.0 STAR FM 97.1 music 1000-1200 90 21 4.3 ZOO RADIO 908 music 1800-2000 60 11 5.5

Average CPT (all commercial stations): €3.0

173 GREECE: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (mill) Category € (mill) Jumbo 7 Banks 21 Cosmote 5 Personal equipment 15 OTE 4 Public sector 13 Wind-Tellas 4 Mobile telephony 12 Alpha Bank 4 Retail 10 National Bank of Greece 3 Fixed telephony 9 Opap 3 Home equipment 9 DSGI South East Europe 3 Car accessories 7 Bestend 2 Construction equipment 7 Vodafone 2 Services 6 Source: Media Services Source: Media Services

Top radio owners (2008) Radio revenue Owner € (mill) HRS 58 Imako 43 Antenna Group 31 Alafouzos 17 Giannikos 15 Public Sector 13 Kouris Media Group 6 Alpha 2 Source: Media Services/*only for Athens area

174 GREECE: OUTDOOR

OUTDOOR Number of outdoor sites: 23,000 Type, size and cost of sites Number of Cost per panel Type/size of display sites per month € 48-sheets 1,970 350 Billboards, trivision 2,584 1,500 Pisa (4x3, 8x3,6x8) 5,405 1,900 Panels 10,443 500 Towers 65 1,900 Buses (wrap up) 1,800 8,000 Trolley (wrap up) 350 12,000 Metro (wrap up) 25 25,000 Tram (wrap up) 20 25,000 Source: Contractors

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (mill) Category € (mill) Glou 9 Tobacco 41 Philip Morris 8 Fixed telephony 13 JTI 7 Entertainment 13 BAT 7 Clothes/shoes 12 On Telecoms 5 Sports equipment 8 Puma 4 Clothing 7 Reemtsma 3 Alcohol 7 Multichoice 3 Mobile telephony 7 Karellias 3 Audiovisual 6 Nestlé - Banks 5 Source: Media Services, ZenithOptimedia Source: Media Services

Top outdoor contractors (2008) Contractor Master Media Affichage Interbus Remedy Blue Point Clear Channel Beyond Wiz Works Source: ZenithOptimedia

175 GREECE: CINEMA

CINEMA

Number of cinema screens: 309 (winter), 118 (summer) Source: Cinema contractors

Average cost of a 60 sec. spot per screen per week: €788 (winter), €417 (summer), Source: Cinema contractors

Number of screens used in typical national campaign: 20 Source: ZenithOptimedia estimates

Trend in admissions Admissions (mill) 2002 13.3 2003 13.2 2004 14.0 2005 14.5 2006 15.1 2007 14.0 2008 13.2 Source: Cinema contractors

Cinema audience profile Age % 16-24 40.1 25-34 32.4 35-49 21.2 50-64 6.2 Sex % Male 52.4 Female 47.6 Class % AB 13.2 C1 12.1 C2 33.6 D 19.0 E 22.04 Source: TGI/MRB Hellas

176 GREECE: CINEMA

Top ten films (2008) Admissions Film (000s) Mamma Mia 620 Asterix At The Olympics 510 MOLIS XORISA (Greek Movie) 500 James Bond : Quantum Of Solace 400 BANK BANG (Greek Movie) 400 Madagascar 2 350 Dark Knight 340 I Am Legend 310 LOUFA & PARALAGI (Greek Movie) 300 O ILIAS TOY 16ou (Greek Movie) 270 Source: Cinema contractors

Top ten cinema product categories (2008) Cinema expenditure Category € Mobile telephony >2,000,000 Tobacco >2,000,000 Soft drinks >2,000,000 Fixed telephony >1,000,000 Cars >1,000,000 Alcohol >1,000,000 Banks >1,000,000 Clothing >500,000 Entertainment >500,000 Publications >500,000 Source: Cinema contractors Top cinema owners (2008) Owner Cinenews Movie news Odeon-Ster Source: ZenithOptimedia

177 GREECE: INTERNET

INTERNET

Homes with internet connection: 1,835,000 (50.1%)

Adult internet users: 2,760,000 (29.0%)

Adult internet users with home broadband: 1,447,000 (15.2%)

Typical monthly cost of internet access: €30

Average minutes spent online Per day Adults Total 28 Source: Bari/Focus

Cost of display ads Typical cost per thousand Type € Banner 8 Pop-up 15 Streaming video 12 Interstitial 15 Webover 15 Source: ZO Digital

Internet user profile Age % 13-17 14.0 18-24 24.0 25-34 27.6 35-44 18.4 45-54 10.8 55-70 5.0 Sex Male 57.0 Female 43.0 Class % AB 28.7 C1 13.3 C2 28.0 D/E 30.1 Source: Bari/Focus

178 GREECE: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Search engine Site per month Google www.in.gr 2,410,462 Yahoo www.yahoo.com 1,899,462 Source: ZenithOptimedia www.hotmail.gr 1,688,046 www.facebook.com 1,634,280 messenger 1,529,960 www.meteo.gr 1,323,926 www.msn.gr 1,300,000 www.sport-fm.gr 1,294,989 www.sport24.gr 1,272,019 www.otenet.gr 1,210,005 Source: Internet Vendors Top internet product categories (2008) Internet expenditure Category € (mill) Financial services 7.6 Telecommunications 6.8 FMCG 5.6 Travel 5.2 Cars 3.2 Technology/consumer electronics 3.2 Other 3.2 Retail 2.8 Entertainment 2.4 Source: IAB Hellas (search not included)

179 GREECE: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Weekly Monthly Conventional television 95.9 - Newspapers 37.1 - Magazines 37.0 - Radio 72.7 - Outdoor 66.6 - Cinema - 31.7 Internet - 30.6 Source: TGI/MRB Hellas OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 47 Banks 140 Cosmote 44 Mobile telephony 119 Unilever 40 Cars 108 Vodafone 34 Public sector 80 Wind-Tellas 34 Fixed Telephony 68 OPAP 34 Dairy products 64 OTE 29 Clothes/shoes 56 L'Oréal 29 Home stores 52 Bank of Piraeus 26 Travel 49 Vivartia 24 Alcoholic drinks 47 Source: Media Services Source: Media Services

180 HUNGARY: ECONOMIC DATA

HUNGARY ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 172 HUF at 2008 rate

Gross Domestic Product (Forint billion) at current prices 15,270 17,181 18,941 20,718 22,043 23,795 25,406 26,470 % change 12.8 12.5 10.2 9.4 6.4 8.0 6.8 4.2 at 2008 prices 22,118 23,640 24,902 25,507 26,219 27,239 26,956 26,470 % change 3.3 6.9 5.3 2.4 2.8 3.9 -1.0 -1.8

Gross Domestic Product per capita (Forint 000s) at current prices 1,499 1,691 1,870 2,051 2,187 2,368 2,533 2,644 at 2008 prices 2,171 2,327 2,458 2,525 2,601 2,710 2,688 2,644

Gross Domestic Product (US$ billion) at current prices 88.7 99.8 110.0 120.4 128.1 138.3 147.6 153.8 at 2008 prices 128.5 137.4 144.7 148.2 152.3 158.3 156.6 153.8

Gross Domestic Product per capita (US$ 000s) at current prices 8.7 9.8 10.9 11.9 12.7 13.8 14.7 15.4 at 2008 prices 12.6 13.5 14.3 14.7 15.1 15.7 15.6 15.4

Population Millions 10.2 10.2 10.1 10.1 10.1 10.1 10.0 10.0

Consumer Price Index 2008=100 69.0 72.7 76.1 81.2 84.1 87.4 94.2 100.0 % change 9.2 5.3 4.7 6.8 3.5 3.9 7.9 6.1

Ad.spend as a % of GDP 1.75 1.86 1.96 2.14 0.71 0.71 0.72 0.78

Advertising Expenditure Growth (%) at current prices 18.9 19.7 16.0 19.6 -64.8 8.0 8.7 12.2 at 2008 prices 8.9 13.7 10.8 11.9 -66.0 3.9 0.8 5.7 Source: IFS, ZenithOptimedia

181 HUNGARY: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in HUF (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 145,338 25,494 21,316 80,727 7,613 458 9,729 - 1999 172,984 29,302 26,339 94,935 10,280 824 11,304 - 2000 224,288 32,991 31,691 129,605 12,042 1,076 16,882 - 2001 266,774 37,394 35,913 159,474 13,104 1,146 19,743 - 2002 319,237 39,522 38,906 204,058 14,429 1,089 21,233 - 2003 370,313 44,253 43,851 242,570 15,929 1,328 22,382 - 2004 440,262 50,083 47,967 286,106 26,514 1,265 28,327 2,460 2005 148,933 32,624 33,344 60,447 6,127 1,191 15,200 6,900 2006 157,814 35,821 32,860 62,178 6,804 1,152 19,000 10,500 2007 167,717 36,430 32,934 70,562 7,845 853 19,093 15,300 2008 183,545 37,947 34,945 80,630 8,895 884 20,245 21,800

Advertising expenditure in HUF (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 277,699 48,712 40,728 154,247 14,547 875 18,590 - 1999 300,476 50,897 45,751 164,903 17,857 1,431 19,636 - 2000 354,823 52,192 50,135 205,036 19,050 1,703 26,707 - 2001 386,404 54,163 52,018 230,987 18,980 1,660 28,596 - 2002 439,263 54,381 53,534 280,779 19,854 1,498 29,216 - 2003 486,868 58,182 57,653 318,918 20,943 1,746 29,427 - 2004 542,019 61,659 59,054 352,233 32,642 1,557 34,874 3,029 2005 177,152 38,806 39,661 71,900 7,288 1,416 18,080 8,207 2006 180,653 41,005 37,615 71,176 7,789 1,319 21,750 12,020 2007 177,953 38,654 34,944 74,868 8,323 905 20,258 16,234 2008 183,545 37,947 34,945 80,630 8,895 884 20,245 21,800 Source: 1998-2003 Mediagnozis/2004-2008 TNS Media Intelligence Notes: 1. Before discounts to 2004, after discounts from 2005 2. Includes classifieds 3. Excludes production costs 4. Excludes agency commission 5. Internet includes display only

Main advertising restrictions Tobacco: Banned, except at point of sale. Alcohol: Banned on state-owned media (TV, radio). Pharmaceutical: Prescription drugs banned. OTC products can be advertised only if proper use, name of product and non-prescription status are stipulated. Political: Only during election periods. Parties cannot sponsor any programmes.

182 HUNGARY: POPULATION

POPULATION

Land area (km²) 92,340 Capital city Language Hungarian Currency Forint (HUF) Source: CIA Factbook

Adult population by age Male Female Total (000s) (000s) (000s) 16-24 630 603 1,233 25-34 763 740 1,503 35-44 730 715 1,445 45-54 626 698 1,324 55-64 580 700 1,280 65+ 246 307 553 Total 3,575 3,763 7,338 Source: Millward Brown

Population status Male Female Total (000s) (000s) (000s) AB 725 777 2,035 C1 324 338 662 C2 773 922 1,695 DE 1,766 1,756 3,522 Total 3,588 3,793 7,914 Source: Millward Brown

Definition of status A = highly educated top managers and white collar workers with a relatively high number of employees, highly educated self-employed BC1 = managers with middle education, or with fewer employees, highly educated middle-level managers, other white collar workers, self-employees C2 = blue collar workers with middle education DE = skilled and unskilled manual workers

183 HUNGARY: TELEVISION

TELEVISION

Number of households: 4,001,645

Number of television households: 3,964,605 (99.1%)

Television homes with: Colour 99.4% VCR 37.5% DVD 39.5% PVR/DVR 9.6% Cable (pass) 57.3% Cable (connection) - total 61.0% Digital cable (connection) 3.9% Satellite dish (DTH) - total 15.6% Digital satellite dish 14.7% Digital terrestrial television (DTT) 1.0% IPTV 0.9% Source: AGB Nielsen Media Research

No TV licence fee

Average minutes viewed per day per adult: 266 (2008)/260 (Jan-Sep 2009)

Average pay-TV subscription cost Average monthly subscription HUF Cable (analogue) 2,090 Cable (digital) 2,590-4,500 DTH (digital) 1,250-2,090 IPTV 2,590 Source: T-Home, UPC

184 HUNGARY: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial HBO 4.3 24 - HBO2 2.1 24 - Commercial (terrestrials) M1 100.0 - 576 RTL Klub 98.4 22 973 TV2 98.7 22 1,168 Commercial (cable) AXN 52.2 16 901 Cartoon Network 62.2 14 54 Comedy Central - - 577 Cool 63.4 22 753 Deko 34.8 - 655 Discovery Channel 62.7 20 573 Disney Channel (Ex JETIX) 63.6 14 - Duna TV 78.6 12 241 Echo TV 56.5 - - F+ 64.7 22 642 Filmmuzeum 40.3 - 296 Hallmark 59.5 19 1,063 Halozat 65.7 20 550 M2 77.8 16 340 Magyar ATV 73.8 18 373 MGM 18.1 - 77 Minimax/A+ 63.6 11 214 MTV Hungary 57.4 24 - National Geographic 64.1 - - Spektrum 65.0 20 944 Sport Klub 50.8 21 405 Sport1 64.9 23 541 Sport2 64.9 23 522 Story-TV4 48.9 - - TV6 35.5 - 615 TVpaprika 60.7 - 796 Viasat3 72.0 22 1,191 Viva 68.4 24 - Source: ZenithOptimedia records

185 HUNGARY: TELEVISION

Peak audiences Peak adult Peak audience Channel time (000s) M1 1700-2329 2,902 RTL Klub 1900-2259 4,003 TV2 1800-2259 4,192 AXN 1900-2159 290 Cartoon Network 1900-2159 231 Comedy Central 1900-2159 174 Cool 1900-2159 744 Deko 1900-2159 58 Discovery Channel 1900-2159 354 DISNEY CHANNEL (Ex JETIX) 1400-2159 444 Duna TV 1900-2159 635 Echo TV 1900-2159 241 F+ 1900-2159 838 Filmmuzeum 1900-2159 193 Hallmark 1900-2159 275 Halozat 1900-2159 439 M2 1900-2159 887 Magyar ATV 1900-2159 736 MGM 1900-2159 84 Minimax/A+ 1900-2159 227 MTV Hungary 1900-2159 234 National Geographic 1900-2159 569 Spektrum 1900-2159 324 Sport Klub 1900-2159 176 Sport1 1900-2159 316 Sport2 1900-2159 215 Story-TV4 1900-2159 340 TV6 1900-2159 176 TVpaprika 1900-2159 209 Viasat3 1830-2259 1,281 Viva 1900-2159 234 Source: ZenithOptimedia records

186 HUNGARY: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults HUF (mill) Commercial (terrestrials) M1 11.0 12.1 29,472 RTL Klub 24.6 25.0 119,465 TV2 21.3 22.0 116,604 Viasat 3 4.7 5.0 56,102 Commercial (cable) F+ 2.4 2.5 7,204 M2 2.1 2.3 2,083 Duna TV 1.9 2.1 3,517 Magyar ATV 1.7 1.9 6,989 Cool 1.1 1.0 9,350 Discovery Channel 1.2 1.0 6,338 Hallmark 1.0 1.0 4,039 National Geographic Channel 0.9 1.0 3,012 AXN 0.8 0.9 10,891 Spektrum 0.8 0.8 11,662 Sport1 0.8 0.8 3,801 Halozat 0.7 0.7 17,572 Disney Channel (Ex Jetix) 1.4 0.6 - Minimax/A+ 1.4 0.6 7,767 Sport2 0.6 0.6 3,027 Cartoon Network 1.4 0.4 2,766 Sport Klub 0.4 0.4 4,842 Story-TV4 0.4 0.4 - Viva 0.6 0.4 - MGM 0.2 0.2 3,765 MTV (Music Television) 0.2 0.2 - TV6 0.1 0.2 916 Comedy Central 0.1 0.1 278 Filmmuzeum - 0.1 - TVpaprika 0.1 0.1 - Source: AGB Nielsen Media Research

187 HUNGARY: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR Baratok Kozt RTL Klub 26.3 Fokusz RTL Klub 26.1 Celeb Vagyok Ments Ki Innen! RTL Klub 25.8 Tenyek TV2 25.0 Mikroszkop Buek TV2 24.7 Szombat Esti Laz RTL Klub 24.3 Naplo TV2 24.2 Megasztar - Final TV2 24.1 Euro 2008 M1 22.7 The Transporter M1 22.6 Source: AGB Nielsen Media Research Top ten television advertisers (2008) TV expenditure Advertiser HUF (mill) Unilever 18,911 Procter & Gamble 17,168 Reckitt Benckiser 14,439 Bayer 12,619 Henkel 12,411 T-Mobile 9,502 Danone 8,404 Vodafone 7,513 UPC 7,051 L'Oréal 6,962 Source: AGB Nielsen Media Research Note: gross figures; discounts are around 80%

188 HUNGARY: TELEVISION

Top ten television product categories (2008) TV expenditure Category HUF (mill) Banking 45,225 Medicinal products 38,729 Cars 25,841 Mobile telecommuncation 24,861 Confectionery 22,910 Household goods 17,328 13,895 Alcoholic drinks 13,429 Dairy products 12,883 Household goods 10,477 Source: AGB Nielsen Media Research Note: gross figures; discounts are around 80%

Top television owners (2008) TV revenue Owner HUF (mill) R-time 179,216 MTS-SBS 116,604 MTG Viasat 57,018 Magyar Terlevízió 31,555 Other 24,101 Chello 11,662 Sport Plusz 6,989 RMB Hungary 4,039 MTV Networks 278 Source: AGB Nielsen Media Research Note: gross figures; discounts are around 80%

189 HUNGARY: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) HUF (000s) HUF HUF (000s) National dailies Metropol (F) 288 470 749 1,593.6 974 Blikk 210 1,043 2,746 2,632.4 3,707 Népszabadság 94 303 - - - Bors 89 260 718 2,760.0 933 Nemzeti Sport 69 333 1,244 3,734.6 1,679 Magyar Nemzet 53 189 2,200 11,640.2 2,950 Regional dailies É.-Keleti Napló 136 - - - - Kisalföld 73 252 1,714 6,800.0 2,376 Vas Népe 53 176 - - - Dél Mo.-Délvilág 49 169 1,411 8,350.3 1,783 Új Dunántúli Napló 44 144 1,104 7,666.7 1,512 Fejér Megyei Hírlap 41 147 1,420 9,662.9 1,989 Petőfi Népe 34 45 1,104 24,533.3 1,464 Somogyi Hírlap 30 126 984 7,809.5 1,368 Békés M. Hírlap 27 100 888 8,880.0 1,272 Új Néplap 25 85 912 10,729.4 1,296 Heves Megyei Hírlap 20 78 768 9,846.2 1,032 24 Óra 18 99 768 7,757.6 1,032 Dunaújvárosi Hírlap 7 - 486 - 680 Nógrád Megyei Hírlap 7 55 672 12,218.2 912 Zalai Hírlap - 175 - - - Source: ZenithOptimedia records

Average CPT (B/W): HUF 5,146

190 HUNGARY: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser HUF (mill) Category HUF (mill) Classified 6,481.9 Cars/vehicles 8,014.0 Aldi 2,445.4 Trading firms 7,057.6 Penny Market 1,568.4 Classified 6,481.9 Szerencsejáték Rt. 1,093.6 Food 4,397.0 Hovány 1,006.4 Banking 3,905.8 Media Markt Saturn Holding 944.9 Recruitment 2,738.0 NFÜ (National Development Office) 907.3 Entertainment/sports events 2,616.6 Pannon 731.3 Mass media 2,289.3 Electro World 615.4 State institutions/development 2,240.6 OTP Bank 583.9 Mobile telecommunications 1,522.5 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten newspaper owners (2008) Newspaper revenue Owner HUF (mill) Axel Springer 12,926 Inform Média 8,647 Lapcom 7,044 Ringier 6,857 Pannon Lapok 6,062 MTG Metro Gratis 5,120 Népszabadság 4,485 Nemzet Lap-És Könyvkiadói 1,903 Hídrádió 1,287 Editorial 942 Source: TNS Media Intelligence

191 HUNGARY: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) HUF (000s) HUF (000s) HUF (000s) Cars Az Autó (m) 23 - - - - Autó Magazin (m) 13 86 995 11.5 - Autópiac (w) 12 53 850 15.9 - Motor Revü (m) 9 51 590 11.5 510 Autó-Motor (m) - 171 1,040 6.1 - Children/youth IM (m) 34 78 1,150 14.8 - Bravo Girl (m) 28 71 1,100 15.5 - Bravo (f) 26 122 1,100 9.0 - Popcorn (m) 22 102 1,100 10.8 - 100xszép (m) 16 65 1,100 16.9 - Classified Budapesti Piac (wf) 766 - 1,960 - 1,720 Expressz (w) - 30 1,559 52.1 1,200 Expressz Képes Autó (w) - 52 - - - Expressz Képes Autó 1.5M alatt (w) - 34 - - - Expressz Képes Haszonjármű (w) - 28 112 4.1 - Expressz Képes Ingatlan (w) - 19 238 12.4 - Grátisz - 394 - - - Szuperinfo - 2,412 - - - Computer magazines Chip (m) 15 77 775 10.1 - PC World (m) 13 98 630 6.4 397 GameStar (m) 9 55 390 7.1 - PC Guru (m) 8 78 495 6.4 - Digitális Fotó Magazin 6 38 590 15.6 - Computerworld Számítástechnika (w) 2 53 624 11.7 - Financial Haszon (m) 23 57 1,260 22.2 - Adó (m) 16 77 560 7.3 - Figyelő (w) 12 59 1,090 18.4 - Világgazdaság 12 33 - - - Hvg (w) 9 308 2,990 9.7 - Piac & Profit - 30 900 29.7 590 Napi Gazdaság - 24 - - - Gastronomical newspapers Kiskegyed Konyhája (m) 59 295 700 2.4 - Nők Lapja Konyha 42 308 1,090 3.5 - Vidék Íze 18 32 539 17.1 - Fakanál (m) - 169 - - - Interior decorating press Otthon (m) 44 69 1,580 22.9 - Lakáskultúra (m) 42 163 2,050 12.6 - Szép Lak 15 - - - - Szép Házak (bm) - 170 1,100 6.5 -

192 HUNGARY: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) HUF (000s) HUF (000s) HUF (000s) Men's Playboy (m) 26 139 1,690 12.2 - Ckm (m) 23 110 1,495 13.6 - FHM (m) 21 112 1,390 12.5 - Natural sciences/travel Readers Digest 124 266 1,100 4.1 1,100 Szabad Föld 108 298 3,080 10.3 2,200 National Geographic 44 238 1,750 7.3 - 3.évezred 38 55 1,215 22.0 - GEO 17 39 1,200 30.8 - IPM (Interpress Magazin) - 69 - - - Képes Újság - 52 - - - Földgömb - 22 - - - Program Pesti Est (w) 103 140 0.0 Exit (w) 97 175 840 4.8 530 Pesti Est Súgó (m) - - - - - Pesti Műsor ----- Public life press Helyi Téma 712 537 4,670 8.7 3,592 168 Óra 25 155 1,210 7.8 693 Heti Válasz 20 69 1,190 17.4 955 Élet és Irodalom - 80 670 8.4 - Hócipő -57- - - Magyar Narancs - 31 - - - Riddle magazines Ügyes 74 273 150 0.5 - Füles 71 363 - - - Sports publications Képes Sport - 242 900 3.7 - Sunday press Vasárnapi Blikk 165 505 1,373 2.7 1,017 Vasárnap Reggel 158 467 2,256 4.8 1,560 Stars & gossip Story 272 1,143 3,290 2.9 - Best 133 528 1,950 3.7 - HOT! Magazin 83 283 1,550 5.5 - General women's Nők Lapja 257 - 3,290 - - Kiskegyed 197 - 3,250 - - Blikk Nők 132 - 1,200 - - Meglepetés 98 - 1,490 - - Maxima 46 - 1,300 - - Praktika 40 - - - - Hölgyvilág (kétheti) 34 - 1,350 - - Nők Lapja Egészség 29 150 950 6.4 - Gyöngy 25 - 1,330 - - Kismama 20 87 890 10.2 - Shape 14 - - - -

193 HUNGARY: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) HUF (000s) HUF (000s) HUF (000s) Amelie (Fürge Ujjak) 8 - 500 - - Baba Patika - 127 960 7.6 - Baba Magazin - 98 960 9.8 - Anyák Lapja - 60 960 15.9 - Extra Frizura - - 690 - - Fanny - - 880 - - Nők Lapja Évszakok (quarterly) - - 1,400 - - Sikk (kétheti) - - - - - Tina - - 1,150 - - Women's glossies Joy 66 189 1,750 9.2 - Cosmopolitan 42 142 1,450 10.2 - Wellness 21 57 1,290 22.5 - Diéta & Fitnesz 12 26 940 35.9 - TV guides Színes RTV 218 701 2,950 4.2 - Tvr-Hét 190 509 2,750 5.4 - TV Kéthetes 156 265 0.0 - TVR Újság 132 177 650 3.7 - Színes Kéthetes Tévéműsor 106 493 1,600 3.2 - SáRga TV 69 264 650 2.5 - Source: ZenithOptimedia records

Average CPT (Colour): HUF 6,880

194 HUNGARY: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser HUF (mill) Category HUF (mill) L'Oréal 1,127.9 Entertainment/sports events 5,563.8 Pannon 1,093.8 Mass media 4,324.9 T-Mobile 1,024.5 Cars/vehicles 3,805.8 Unilever 874.6 Catering 3,434.0 UCI Central Europe 633.6 Medicinal products 3,427.9 Beiersdorf 602.6 Banking 3,114.5 Ford 557.4 Mobile telecommunications 2,641.1 Vodafone 556.7 Other services 2,079.8 Procter & Gamble 546.5 Publishers/distributors 1,762.4 CIB Bank 484.4 Facial care 1,350.4 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten magazine owners (2008) Magazine revenue Owner HUF (mill) Sanoma 15,789 Axel Springer 7,616 Pesti Est 6,436 HVG 5,275 Marquard 3,448 Ringier 3,153 Adoc-Semic 1,503 Geomédia Lap- És Könyvkiadó 1,075 Motor Presse 899 Baba Magazin Kiadó 884 Source: TNS Media Intelligence

195 HUNGARY: RADIO

RADIO

Number of commercial radio stations: approx. 200 Source: ZenithOptimedia records

Average daily listening minutes per adult: 244 Source: Szonda Radio Navigator

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (HUF) (000s) (HUF) National MR1 Kossuth talk 0600-0800 - 832 - MR1 Kossuth talk 1200-1230 - 862 - Danubius music 0600-2000 270,000 1,541 175.2 Sláger music 0600-1000 353,000 1,308 269.9 Sláger music 1000-1900 - 1,532 - MR2 Petőfi talk/music 0600-1900 - 511 - MR3 Bartók talk/music 0000-2400 - 76 - Main regional Radio1 music 0600-2000 120,000 264 454.5 Juventus music 0600-1000 132,000 188 702.1 Roxy music 0600-1600 - 73 - Roxy music 1600-2000 - 68 - Sztár FM music Full day - 57 - Info news 0600-1000 - 39 - Rádió FM95 general Full day - 35 - Rádió 88 general Full day - 32 - Klub rádió general Full day - 29 - Klub rádió talk Full day - 29 - Cafe music 0600-2000 84,000 26 3,230.8 Kék Duna general Full day - 26 - Rádió Max general Full day - 24 - Gong Rádió general Full day - 22 - Info news 1700-2000 - 18 - Info news 1200-1400 - 16 - Jazzy music Full day - 6 - Source: ZenithOptimedia records

Average CPT (all commercial stations): HUF 288.2

196 HUNGARY: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser HUF (mill) Category HUF (mill) Szerencsejáték Rt. 1,241.0 Entertainment/sports events 6,719.9 Ford 1,065.5 Cars/vehicles 6,091.6 T-Mobile 1,017.9 Banking 2,602.6 Ferrero 863.3 Mass media 2,429.0 Erste Bank 762.6 Trading firms 2,027.6 Aldi 696.5 Catering 2,011.2 Pannon 527.6 Medicinal products 1,969.8 NFÜ (National Development Office) 492.8 Mobile telecommunications 1,818.7 Opel 440.3 Food 1,439.4 Kika 398.4 State institutions/development 1,320.4 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten radio owners (2008) Radio revenue Owner HUF (mill) Sláger Rádió 16,501 Danubius Rádió 13,806 Rádió Juventus 6,071 Magyar Rádió 3,320 Rádió 1 2,963 Műsor-Hang Kft. 1,935 Klubrádió Zrt. 1,289 Radio Café Kft. 1,209 Media Group Műsorszolgáltató 1,085 Inforádió 974 Source: TNS Media Intelligence

197 HUNGARY: OUTDOOR

OUTDOOR

Number of outdoor sites: 55,249

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (HUF) Euro billboard 5.04 x 2.38 31,756 35,000-250,000 Avenir 4 x 9 90 450,000 Avenir 8 x 3 260 300,000 Magnum 9.6 x 3.6 93 320,000-350,000 Tesco backlight 8 x 4 64 160,000-290,000 Euro backlight 5.04 x 2.38 127 320,000 City light 1.17 x 1.74 18,419 35,000-95,000 Mahir double size city light 1.17 x 3.48 717 114,000 Mahir barell 3.4 x 2.8 1,278 115,000-160,000 Mahir half barrel 1.7 x 2.8 2,114 77,000-93,000 Midilight 1.15 x 2.43 331 60,000-100,000 Source:Primacom 2007

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser HUF (mill) Pannon 1,428.0 Media Markt Saturn Holding 997.5 CBA 965.3 Spar 790.2 Auchan 757.4 Vodafone 702.4 Hervis Sportsworld 670.8 Országos Rendőrfőkapitányság 652.4 T-Mobile 630.2 Suzuki 592.4 Source: TNS Media Intelligence

198 HUNGARY: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category HUF (mill) Cars/vehicles 4,406.1 Trading firms 4,259.5 Entertainment/sports events 3,193.4 Mobile telecommunications 2,754.5 Food 2,752.2 Banking 2,588.4 Mass media 2,073.2 DIY 1,749.7 Sport/leisure 1,468.2 Soft drinks 1,262.7 Source: TNS Media Intelligence Top ten outdoor contractors (2008) Outdoor revenue Contractor HUF (mill) Epamedia 19,216 Europlakát 6,696 QIB 4,902 Euro Awk 3,492 Pont Reklám 2,357 Mediacontact 1,884 Pos Media Hungary 1,869 Avenir Budapest 1,592 Plazma Média 759 Est Indoor 701 Source: TNS Media Intelligence

199 HUNGARY: CINEMA

CINEMA

Number of cinema screens: 416 Source: ZenithOptimedia records

Number of screens used in typical national campaign: 200 Source: ZenithOptimedia records Trend in admissions Admissions Gross takings (mill) HUF (bill) 2002 15.2 11.0 2003 13.5 10.2 2004 13.7 10.9 2005 12.1 9.7 2006 11.7 9.7 2007 11.1 9.8 2008 10.4 10.0 Source: (National Film Association) Nemzeti filmiroda

Cinema audience profile Age % 16-24 31.2 25-34 28.3 35-49 23.6 50+ 11.8 Sex % Male 48.6 Female 51.4 Socio-economic group % Consumer elite 20.1 Achievers 14.1 Experience-gatherers 22.1 Hedonistic belongers 8.6 Belongers moderate 3.0 Sustainers 16.8 Laggers 13.2 Not classified 2.0 Source: ZenithOptimedia records

200 HUNGARY: CINEMA

Top ten films (2008) Gross takings Film HUF (mill) Mamma Mia 747.0 Madagascar: Escape 2 Africa 411.8 Indiana Jones 4 306.9 Sex And The City 290.0 Mummy 3 289.8 Kung Fu Panda 288.7 High School Musical 3 230.0 The Dark Knight 226.8 Quantum Of Solace 202.5 Wall-E 198.1 Source: (National Film Association) Nemzeti filmiroda

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser HUF (mill) Category HUF (mill) Coca-Cola 151.2 Soft drinks 197.3 Kraft Foods 134.8 Confectionery 177.0 HBO 73.5 Mass media 98.0 Red Bull 46.1 Entertainment/sports events 81.1 T-Mobile 33.2 Cars/vehicles 51.8 Upper Stúdió 32.9 Banking 36.3 Wrigley's 29.1 Mobile telecommunications 34.2 Samsung Electronics 21.4 Energy/fuel 33.8 Erste Bank 20.3 Social organisations 27.0 MOL 19.8 Clothes 26.5 Source: TNS Media Intelligence Source: TNS Media Intelligence Top cinema owners (2008) Cinema revenue Owner HUF (mill) RMB Hungary 466.6 New Age Cinema 411.5 Cinereal 104.2 Source: TNS Media Intelligence

201 HUNGARY: INTERNET

INTERNET

Adult internet users: 3,310,000 (45.1%)

Typical monthly cost of internet access: HUF 5,500

Internet user profile Age % 16-24 25.9 25-34 26.5 35-54 35.0 55-64 7.3 65+ 1.1 Sex % Male 50.5 Female 49.5 Socio-economic group % Consumer elite 15.8 Achievers 18.1 Experience-gatherers 16.6 Hedonistic belongers 8.4 Belongers moderate 3.6 Sustainers 17.7 Laggers 17.5 Not classified 2.3 Source: Millward Brown Top ten internet sites (2008) Unique visitors Site per month google.hu 2,506,381 iwiw.hu 2,018,998 youtube.com 1,725,867 startlap.hu 1,682,127 freemail.hu 1,529,269 origo.hu 1,236,514 live.com 1,161,974 extra.hu 1,160,739 blog.hu 1,049,418 vatera.hu 968,852 Source: Szonda-Gemius

202 HUNGARY: INTERNET

Top search engines (2008) Share of Search engine searches google 90% hirstart.hu 4% bing 2% ok.hu 2% yahoo 1% Source: rankings.hu Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser HUF (mill) Category HUF (mill) T-Mobile 746.7 Banking 2,984.8 Budapest Bank 551.8 Cars/vehicles 2,522.6 Toyota 503.8 Mobile telecommunications 1,601.5 Pannon 482.2 Mass media 1,254.2 CIB Bank 381.7 Insurance 903.7 Vodafone 380.6 State institutions/development 690.3 Allianz 311.6 Real estate 685.7 Prime Minister's Office 307.9 Entertainment/sports events 667.3 Opel 295.5 Medicinal products 459.8 K&H Bank 282.1 Travel/tourism 442.1 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten internet sales houses (2008) Internet revenue Sales house HUF (mill) Origo Adhouse 6,228.5 Index.Hu 3,848.6 Sanoma Online 3,531.5 Adaptive Media 1,428.3 Adnetwork Online Marketing 733.4 Ringier Online 668.6 Evomédia 667.5 Habostorta Kereskedelmi 619.0 Hvg Online 564.8 Axel Springer Online 514.8 Source: TNS Media Intelligence

203 HUNGARY: OVERALL

OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser HUF (mill) Category HUF (mill) Unilever 19,615 Banking 58,072 Procter & Gamble 16,689 Medicinal products 46,472 T-Mobile 11,591 Cars/vehicles 46,234 Henkel 11,153 Mobile telecommunications 31,030 Bayer 10,793 Entertainment/sports events 29,728 Pannon 10,672 Trading firms 20,987 Vodafone 8,835 Detergents 20,511 Danone 8,544 Mass media 18,345 L'Oréal 8,066 Confectionery 17,588 Benckiser 7,795 Food 15,740 Source: TNS Media Intelligence Source: TNS Media Intelligence Top ten media owners (2008) Media revenue Owner HUF (mill) Rtl-Klub 126,056 MTM-SBS 118,662 MTG-Viasat 47,494 Magyar Televízió 26,398 Epamedia 19,216 Sláger Rádió 16,501 Sanoma Budapest Kiadó 15,789 Danubius Rádió 13,806 Axel Springer-Magyarország 13,547 Spektrum Tv 11,698 Source: TNS Media Intelligence

204 LATVIA: ECONOMIC DATA

LATVIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.48 LVL at 2008 rate

Gross Domestic Product (LVL million) at current prices 5,220 5,758 6,393 7,435 9,059 11,172 14,780 16,243 % change 9.9 10.3 11.0 16.3 21.9 23.3 32.3 9.9 at 2008 prices 8,403 9,101 9,812 10,742 12,262 14,186 17,054 16,243 % change 7.2 8.3 7.8 9.5 14.2 15.7 20.2 -4.8

Gross Domestic Product per capita (LVL) at current prices 2,212 2,461 2,756 3,218 3,956 4,900 6,511 7,187 at 2008 prices 3,560 3,889 4,229 4,650 5,355 6,222 7,513 7,187

Gross Domestic Product (US$ million) at current prices 10,852 11,972 13,291 15,456 18,834 23,227 30,728 33,769 at 2008 prices 17,469 18,921 20,400 22,332 25,493 29,492 35,455 33,769

Gross Domestic Product per capita (US$) at current prices 4,598 5,116 5,729 6,691 8,224 10,187 13,536 14,942 at 2008 prices 7,402 8,086 8,793 9,667 11,132 12,935 15,619 14,942

Population Millions 2.36 2.34 2.32 2.31 2.29 2.28 2.27 2.26

Consumer Price Index 2008=100 62.1 63.3 65.2 69.2 73.9 78.8 86.7 100.0 % change 2.5 1.9 3.0 6.2 6.7 6.6 10.0 15.4

Ad.spend as a % of GDP 0.66 0.70 0.67 0.66 0.66 0.68 0.64 0.59

Advertising Expenditure Growth (%) at current prices 14.0 18.4 6.2 14.4 21.3 27.3 23.9 1.7 at 2008 prices 11.2 16.3 3.1 7.7 13.7 19.4 12.6 -11.8 Source: IFS, ZenithOptimedia

205 LATVIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in LVL million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 24.7 10.4 1.6 8.6 3.1 - 1.0 - 1999 28.1 11.1 2.1 8.9 4.4 - 1.6 - 2000 30.0 10.8 2.4 10.1 4.9 0.2 1.5 0.1 2001 34.2 12.7 3.5 11.5 4.3 0.2 1.7 0.3 2002 40.5 14.1 4.7 13.6 5.1 0.3 2.2 0.5 2003 43.0 13.9 5.8 14.4 5.3 0.4 2.4 0.8 2004 49.2 14.7 6.8 17.3 5.9 0.4 3.2 0.9 2005 59.7 17.5 7.9 21.7 7.0 0.4 3.7 1.5 2006 76.0 18.9 11.2 27.1 8.5 0.5 6.5 3.3 2007 94.2 20.7 16.3 32.8 9.8 0.6 8.1 5.9 2008 95.8 16.2 15.8 34.8 10.6 0.6 9.5 8.3

Advertising expenditure in LVL million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 42.8 18.0 2.8 14.9 5.4 - 1.7 - 1999 47.6 18.8 3.6 15.1 7.5 - 2.7 - 2000 49.5 17.8 4.0 16.7 8.1 0.3 2.5 0.2 2001 55.1 20.4 5.6 18.5 6.9 0.3 2.7 0.5 2002 64.0 22.3 7.4 21.5 8.1 0.5 3.5 0.8 2003 66.0 21.3 8.9 22.1 8.1 0.6 3.7 1.2 2004 71.1 21.2 9.8 25.0 8.5 0.6 4.6 1.3 2005 80.8 23.7 10.7 29.4 9.5 0.5 5.0 2.0 2006 96.5 24.0 14.2 34.4 10.8 0.6 8.3 4.1 2007 108.7 23.9 18.8 37.8 11.3 0.7 9.3 6.8 2008 95.8 16.2 15.8 34.8 10.6 0.6 9.5 8.3 Source: TNS BMF Gallup Media Notes: 1. Excluding classified from 1998 to 2004; including from 2005 2. Excluding agency commission 3. After discounts 4. Excludes production costs 5. Internet includes all forms of advertising on the main domains 6. Internet includes banner ads on main portals.

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted. Pharmaceutical: Must be submitted to the Latvian Pharmaceutical Register. OTC only in mass media. Political: Pre-election ads cannot be included in news programmes on state channels.

206 LATVIA: POPULATION

POPULATION

Land area (km²) 63,589 Capital city Languages Latvian, Lithuanian, Russian Currency Lat

Population by age Male Female Total (000s) (000s) (000s) 0-15 172 164 336 16-24 161 155 316 25-34 165 160 326 35-44 155 158 313 45-54 154 174 328 55-64 108 143 252 65+ 128 263 391 Total 1,043 1,218 2,261 Source: Central Statistical Bureau of Latvia; data as at 1st January 2009

Adult status Male Female Total (000s) (000s) (000s) A 98 161 259 B9293185 C1 83 91 174 C2 173 179 352 D 180 198 378 E 172 205 377 Total 798 927 1,725 Source: TNS Latvia, Galileo, Spring 2009 (2nd February-3rd May 2009)

Definition of adult status A = well educated top level managers, professionals and self-employed people B = well educated middle level managers C1 = smaller middle level managers, well educated non-manual employees, supervisors/skilled manual workers, small business owners C2 = better educated supervisors/skilled manual workers, moderately well educated non-manual employees D = less well educated supervisors/skilled and unskilled manual workers, poorly educated non-manual workers E = less well educated skilled and unskilled manual workers, small business owners and farmers

207 LATVIA: TELEVISION

TELEVISION

Number of households: 838,000

Number of television households: 823,000 (98.2%)

Television homes with: VCR 36.5% DVD 32.5% PVR/DVR 9.8% Multiset 36.5% Cable (connection) - total 56.2% Digital cable (connection) 2.5% Satellite dish (DTH) - total 15.2% Digital satellite dish 15.2% Digital terrestrial television (DTT) 1.0% IPTV 1.3% Source: TNS Latvia, Establishment Survey 2008

Reception type Terrestrial 33.0% Cable and digital TV 56.0% Satellite 16.0% Source: TNS Latvia, Establishment Survey 2008

No TV licence fee

Average minutes viewed per day per adult (2008): 216 Source: TNS Latvia, Infosys 2008

Average minutes viewed per day per adult (Jan-Sep 2009): 222 Source: TNS Latvia, Infosys Jan-Sep 2009

Average pay-TV subscription cost Average monthly subscription LVL Cable (analogue) 5.50-12.00 Cable (digital) 6.00-15.00 DTH (digital) 15.50 Source: Providers (2009 prices)

208 LATVIA: TELEVISION

Main channels Technical Daily Ad mins Ad mins penetration hours of per per Channel (%) transmission week (2008) week (Jan-Sep 2009) Commercial TV3 94.6 23 1,442 1,104 3+ 62.8 23 1,281 1,137 TV6 52.6 17 817 915 LNT 97.3 24 1,729 1,245 TV5 Riga 75.5 20 1,108 931 LTV1 97.2 18 522 310 LTV7 96.4 18 482 172 MTV Latvija* 46.2 24 521 - PBK 69.7 18 1,125 954 RenTV Baltija 58.6 19 852 840 PBMK 51.5 24 77 108 RTR Planeta Baltija** 62.8 20 76 179 Source: TNS Latvia, Gallup AdFacts (2008 & Jan-Sep 2009), Establishment Survey 2008 * removed from monitoring data from 1st Jan 2009 ** added to monitoring data from November 2008

Cost/audience (2008) Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time LVL (000s) LVL TV3 1800-2330 791 102 7.8 3+ 1800-2330 205 27 7.7 TV6 1800-2330 73 8 9.3 LNT 1800-2330 918 135 6.8 TV5 Riga 1800-2330 89 25 3.5 LTV1 1800-2330 211 100 2.1 LTV7 1800-2330 76 34 2.3 MTV Latvija 1800-2330 - 1 - PBK 1800-2330 489 81 6.0 RenTV Baltija 1800-2330 83 18 4.8 PBMK 1800-2330 - 2 - RTR Planeta Baltija 1800-2330 12 3 4.6 Source: TNS Latvia, Infosys, Y2008, All 18+, (All4+ for calculation of spot price)

Average CPT (all commercial channels): LVL 5.6

209 LATVIA: TELEVISION

Cost/audience (Jan-Sep 2009) Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time LVL (000s) LVL TV3 1800-2330 903 107 8.4 3+ 1800-2330 194 24 8.1 TV6 1800-2330 48 6 8.1 LNT 1800-2330 996 127 7.8 TV5 Riga 1800-2330 142 32 4.4 LTV1 1800-2330 198 93 2.1 LTV7 1800-2330 76 35 2.2 PBK 1800-2330 548 83 6.6 RenTV Baltija 1800-2330 93 16 5.7 PBMK 1800-2330 - 2 - RTR Planeta Baltija 1800-2330 128 22 5.7 Source: TNS Latvia, Infosys, Jan-Sep 2009, All 18+ (All4+ for calculation of spot price)

Average CPT (all commercial channels): LVL 6.1

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults LVL (mill) Commercial TV3 15.8 14.9 117.9 3+ 4.1 3.9 34.8 TV6 1.4 1.2 20.0 LNT 19.4 19.6 80.7 TV5 Riga 3.5 3.7 21.0 LTV1 13.8 14.6 5.8 LTV7 4.8 4.9 2.0 MTV Latvija 0.2 0.1 9.1 PBK 11.3 11.8 33.6 RenTV Baltija 2.4 2.5 5.6 PBMK 0.3 0.2 0.4 RTR Planeta Baltija 0.3 0.4 0.1 Source: TNS Latvia, Infosys (All 18+), Gallup AdFacts, Y2008 (Jan-Dec)

210 LATVIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue Jan-Sep 2009 Jan-Sep 2009 Channel Individuals Adults LVL (mill) Commercial TV3 16.4 15.6 76.2 3+ 3.6 3.5 24.1 TV6 1.0 0.9 16.7 LNT 18.2 18.6 54.8 TV5 Riga 4.4 4.7 13.0 LTV1 12.8 13.6 2.3 LTV7 5.0 5.2 0.6 PBK 11.7 12.1 22.0 RenTV Baltija 2.3 2.4 4.4 PBMK 0.3 0.2 0.3 RTR Planeta Baltija 3.1 3.3 1.3 Source: TNS Latvia, Infosys (All 18+), Gallup AdFacts, Jan-Sep 2009

Top ten television programmes (2008) Adult Programme Channel TVR 53rd (Final) LTV1 18.8 Show of lights for Latvia's 90th anniversary LTV1 17.9 Dance with the Stars 2 TV3 15.1 Happy New Year! LTV1 15.0 of Latvia's New Year message LTV1 14.5 IIHF World Championship. Canada-Russia TV3 14.3 Latvia Eurovision (Local contest final) LTV1 13.7 IIHF World Championship. Latvia-Norway TV3 13.7 Choir Wars TV3 13.2 53rd Eurovision Song Contest (Semi-final) LTV1 13.1 Source: TNS Latvia, Infosys, All 18+, Y2008 (Jan-Dec) Top ten television programmes (Jan-Sep 2009) Adult Programme Channel TVR IIHF World Championship. Latvia-Russia TV3 23.4 IIHF World Championship. Latvia-Switzerland TV3 19.9 IIHF World Championship. Canada-Russia TV3 18.1 IIHF World Championship. Latvia - Sweden TV3 17.3 LNT News - special edition LNT 16.9 54th Eurovision Song Contest (Final) LTV1 16.2 IIHF World Championship. Latvia-France TV3 15.9 IIHF World Championship. Latvia-Canada TV3 15.8 Latvia Eurovision (Local contest final) LTV1 15.5 Singing Families LNT 14.5 Source: TNS Latvia, Infosys, All 18+, Jan-Sep 2009

211 LATVIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser LVL (mill) Category LVL (mill) Procter & Gamble 26.4 Mobile communication 38.1 Tele2 18.8 Household hygiene 21.5 Coca-Cola 12.3 Cold drinks 17.8 Studio Moderna 11.8 Remedies 17.2 Danone 10.6 Concerts/festivals/shows 14.9 Henkel 10.5 Hair care 14.0 Reckitt Benckiser 8.5 Financial services 13.6 Unilever 8.0 Milk/cheese 13.0 7.4 Retail 12.3 LMT 7.3 Confectionery 11.9 Source: TNS Latvia, TV, Gallup AdFacts Source: TNS Latvia, TV, Gallup AdFacts

Top ten television Top ten television product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) TV expenditure TV expenditure Advertiser LVL (mill) Category LVL (mill) Procter & Gamble 13.8 Mobile communication 26.8 Coca-Cola 10.2 Cold drinks 13.8 Henkel 10.0 Household hygiene 13.5 Tele2 9.9 Concerts/festivals/shows 12.8 Studio Moderna 7.9 Retail 11.8 Modern Times Group 7.8 Hair care 10.8 Danone 7.3 Alcoholic beverages 10.3 LMT 7.0 Electronic media 9.4 Reckitt Benckiser 6.6 Milk/cheese 9.3 Bite 5.4 Remedies 9.0 Source: TNS Latvia, TV, Gallup AdFacts Source: TNS Latvia, TV, Gallup AdFacts

Top television Top television owners (2008) owners (Jan-Sep 2009) TV revenue TV revenue Owner LVL (mill) Owner LVL (mill) MTG 172.7 MTG 117.0 LNT Group 101.6 LNT Group 67.8 Baltic Media Alliance 39.6 Baltic Media Alliance 28.0 State channels 7.8 State channels 2.9 MTV Latvija 9.1 Source: TNS Latvia, TV, Gallup AdFacts Source: TNS Latvia, TV, Gallup AdFacts

212 LATVIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly 2w=twice weekly Adult Full page Adult CPT Full page N=National R=regional F=Free Rus=in Russian Circulation readership B/W B/W Colour Title (000s) (000s) LVL LVL LVL Rigas Santims (w, R, F) 240 - 2,955 - - Latvijas Santims (w, N, F) 200 - - - - Telegraf (Rus) (d, N) 152 - 550 - 800 Rigas Pilsetas Vestis 120 - - - - TeleProgramma s djadjei Misei (Rus) (w, N) 110 149 1,888 12.7 2,548 5 min (d, R, F) 60 185 1,548 8.4 1,548 TeleVizijas programma (w, N) 51 78 904 11.6 1,342 Diena (d, N) 42 137 1,656 12.1 2,196 Latvijas Avize (d, N) 40 124 1,680 13.5 1,867 Vestji (Rus) (w, N) 34 145 1,717 11.8 1,142 Tava Izvele (f, N) 33 - 700 - 809 Vestji Segodna (Rus) (d, N) 25 134 1,731 12.9 3,248 Rigas Vilni Laimiga Programma (w, N) 25 83 990 11.9 990 Kaleidoskops (w, R, F) 23 46 100 2.2 200 MK Latvija (Rus) (w, N) 20 119 800 6.7 1,155 Tava Programma (w, N) 20 48 849 17.7 849 Ceturtdiena (w, R, F) 20 - 471 - 660 Chas (Rus) (d, N) 15 59 1,715 29.1 2,564 Jurmalas Zinas (w, R) 15 - 613 - 849 Nasha Gazeta (Rus) (w, N) 12 37 901 24.4 1,233 Biznes & Baltija (Rus) (d, N) 12 24 3,443 143.5 3,097 Kurzemes Vards (d, R) 11 34 657 19.3 963 Dienas Bizness (d, N) 9 41 2,614 63.8 2,614 Dinaburg Vestnik (Rus) (w, R) 9 11 610 55.5 1,123 Liesma (d, R) 8 31 481 15.5 641 Neatkarigas Tukuma Zinas (2w, R) 8 25 720 28.8 450 Jelgavcanam (Pilsetas Balss) (Rus) 8 - 150 - 150 Bauskas Dzive (2w, R) 7 24 540 22.5 720 Briva Daugava (2w, R) 7 20 766 38.3 1,245 Reklama.lv (Rus) (2w, N) 6 35 256 7.3 294 Stars (2w, R) 6 22 388 17.6 474 Rezeknes Vestis (2w, R) 6 20 622 31.1 - Zeme (2w, R) 6 18 525 29.2 963 Rezeknenskije Vesti (Rus) (2w, R) 5 27 622 23.0 - Kursas Laiks (2w, R) 5 19 495 26.1 630 Latvijas Vestnesis (d, N) 5 18 1,256 69.8 1,256 Latvijas Reklama (w, N,F) 5 16 205 12.8 410 Ventas Balss (d, R) 5 16 827 51.7 892 Latgales Laiks (2w, R) 5 14 472 33.7 566 Latgales Laiks (Rus) (2w, R) 5 12 472 39.3 566 Ludzas Zeme (Rus) (2w, R) 5 12 660 55.0 1,320 Briva Daugava (Rus) (2w, R) 5 7 766 109.4 1,245 Ludzas Zeme (2w, R) 5 5 660 132.0 1,320 Ezerzeme (2w, R) 5 - 737 - - Dzirkstele 4 12 450 37.5 720 Jaunais Vestnesis (2w, R) 4 7 613 87.6 613

213 LATVIA: NEWSPAPERS

Newspapers cont. d=daily w=weekly 2w=twice weekly Adult Full page Adult CPT Full page N=National R=regional F=Free Rus=in Russian Circulation readership B/W B/W Colour Title (000s) (000s) LVL LVL LVL Malienas Zinas (2w, R) 3 11 562 51.1 842 Kurzemes Vards (Rus) (d, R) 3 17 481 28.3 832 Novaja Gazeta (Rus) (2w, R) 3 11 675 61.4 540 Aluksnes Zinas (2w, R) 2 9 405 45.0 630 Ventas Balss (Rus) (d, R) 2 13 827 63.6 892 TV televizionnaja programma (Rus) (w, N) - 232 2,023 8.7 2,825 Subbota (Rus) (w, N) - 153 946 6.2 1,500 7 sekretov (Rus) (w, N) - 126 1,368 10.9 915 Neatkariga Rita Avize (d, N) - 51 1,368 26.8 1,462 Million (Rus) (2w, R) - 49 400 8.2 872 Argumenti i Fakti (Rus) - 39 - - - Seichas (Rus) (w, R) - 36 - - - Jurmalas Nedela/Nedela Jurmali (Lat/Rus) (w) - 34 450 13.2 450 Druva (d, R) - 31 505 16.3 727 Panorama Rezekne (Rus) (w, R) - 31 - - - Zemgales Zinas (d, R) - 28 630 22.5 765 Talsu Vestis (2w, R) - 27 660 24.4 800 Staburags (2w, R) - 26 720 27.7 540 Kurzemnieks (2w, R) - 24 521 21.7 573 Sovershenno Sekretno (Rus) - 23 - - - Izglitiba un Kultura (w, N) - 22 - - - Ogres Vestis (d, R) - 22 386 17.5 483 Jelgavniekiem.LV (Nedela Jelgavaa) - 19 385 20.3 385 Auseklis (2w, R) - 18 432 24.0 613 Vaduguns (2w, R) - 17 635 37.3 816 Ziemellatvija (2w, R) - 16 720 45.0 450 Atputa.tv (w, N) - 15 - - - Ezerzeme (Rus) (2w, R) - 14 737 52.6 - Rigas Aprinka Avize (2w, R) - 13 695 53.5 869 Zemgale (2w) - 13 693 53.3 - Ekspress nedela (Rus) (w, R) - 10 566 56.6 754 Kulturas Forums (w, N) - 9 - - - Novadnieks (2w, R) - 7 565 80.7 1,226 Tukuma Zinotajs (2w, R) - 4 180 45.0 - Source: TNS Latvia, Print, Spring 2009, All 18+

Average CPT (B/W): LVL 20.6

214 LATVIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser LVL (000s) Category LVL (000s) Maxima 625.3 Mobile communication 2,039.2 Tele2 618.6 Financial services 1,992.3 Bite 511.9 Retail 1,485.0 LMT 447.3 Cars 1,293.5 Hansabanka 339.1 Recruitment 1,131.3 Rimi 304.7 Electronic media 1,115.1 Express Tours 279.6 Concerts/festivals/shows 979.2 Parex 259.4 Travel 862.6 Lattelecom 249.8 Ready-made construction 699.7 DNB Nord 219.6 Real estate 489.0 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top ten newspaper Top ten newspaper product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) Newspaper expenditure Newspaper expenditure Advertiser LVL (000s) Category LVL (000s) Maxima 346.9 Retail 803.9 Bite 281.8 Financial services 696.5 Express Tours 256.6 Electronic media 665.4 Tele2 183.1 Mobile communication 606.4 LMT 161.3 Concerts/festivals/shows 481.9 Stockmann 143.9 Travel 437.2 T.E.A.M. 116.5 Ready-made construction 404.0 PTA 111.0 Cars 345.4 Swedbank 86.1 Passenger transport 282.2 DNB Nord 85.0 Training 275.6 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts Top newspaper Top newspaper owners (2008) owners (Jan-Sep 2009) Newspaper revenue Newspaper revenue Owner LVL (000s) Owner LVL (000s) Dienas mediji 4,961.3 Petits 2,541.2 Petits 4,548.7 Fenster 2,039.6 Fenster 3,681.3 Dienas mediji 1,528.9 Dienas Bizness 2,074.1 Dienas Bizness 976.1 Latvijas avīze 1,507.7 Mediju nams 624.7 Mediju nams 1,258.5 Latvijas avīze 561.3 Bizness&Baltija 1,146.8 Bizness&Baltija 521.8 Other 1,472.9 Other 660.9 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

215 LATVIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Rus=in Russian Adult Full page Adult CPT Full page f=fortnightly bm=bimonthly Circulation readership Colour Colour B/W q=quarterly Title (000s) (000s) LVL LVL LVL Women's Ieva (w) 62 217 1,500 6.9 1,500 Santa (m) 28 109 1,320 12.1 1,320 Marta (w) 25 79 800 10.1 800 Cosmopolitan (m) 25 66 1,590 24.1 1,590 Lilit (Rus) (m) 23 55 1,590 28.9 1,590 Una (m) 18 25 1,200 48.0 1,200 Lilit (m) 15 46 1,350 29.3 1,350 Mapta (Rus) (w) 15 - 700 - 700 Lublju! (Rus) (w) 15 81 1,100 13.6 1,100 Men's FHM (m) 18 38 1,250 32.9 1,250 Klubs (m) 17 57 1,320 23.2 1,320 Patron (Rus) (m) 15 25 1,250 50.0 1,250 Health/healthy lifestyle Ievas veselība (f) 32 87 900 10.3 900 Veseliba (m) 18 50 960 19.2 960 Shape (m) 16 33 1,020 30.9 1,020 36,6 C (m) 10 32 875 27.3 875 General interest SestDiena (w) 50 112 1,450 12.9 1,450 Majas Viesis (m) 40 67 985 14.7 985 Praktiskais Latvietis (w) 25 65 577 8.9 577 Rigas Laiks (m) 7 13 900 69.2 900 360 Gradusov (Rus) (m) 6 - 1,085 - 1,085 Schastlivije Ludi (Rus) (bm) 3 1 600 600.0 600 Architecture/design Deko (m) 7 25 1,020 40.8 1,020 Latvijas architektura (bm) 4 8 940 117.5 940 Dizaina Studija (bm) 4 - 700 - 700 Cars/racing Auto Bild Latvija (m) 11 29 960 33.1 960 Rally.LV (bm) 8 - 910 - 910 Auto Euro 6 8 180 22.5 180 Auto Foto (f) 4 32 130 4.1 130 Accounting Bilance (f) 10 25 900 36.0 900 Business/economics Latvijas Ekonomists (m) 8 - 445 - 445 Lietiska Diena (w) 8 36 1,055 29.3 1,055 Kapitals (m) 7 11 1,055 95.9 1,055 Saldo (f) - 6 850 141.7 850 Fishing/hunting/nature/travel Astes (m) 13 48 840 17.6 840 Copes Lietas (m) 13 43 1,090 25.3 1,090

216 LATVIA: MAGAZINES

Magazines cont. w=weekly m=monthly Rus=in Russian Adult Full page Adult CPT Full page f=fortnightly bm=bimonthly Circulation readership Colour Colour B/W q=quarterly Title (000s) (000s) LVL LVL LVL Cemodans (m) 12 33 840 25.5 840 Medibas. Makskeresana. Daba (m) - 24 500 20.8 500 Poplavok (Rus) (m) - 6 - - - Vides Vestis (m) - 12 400 33.3 400 DIY Dari Pats (m) 16 45 1,040 23.1 1,040 Delaj Sam (Rus)(m) 6 12 760 63.3 760 Home & garden Ievas Maja (f) 33 104 900 8.7 900 Musmajas plus Majas & Darzs (m) 25 72 1,050 14.6 1,050 Darza Pasaule (m) 17 46 810 17.6 810 Darzā (m) 8 25 510 20.4 510 Darzs un Drava 6 29 - - - Agro Tops (m) 4 6 575 95.8 575 Maja (w) - 20 950 47.5 950 For doctors Latvijas Arsts (m) 5 11 575 52.3 575 Doctus (m) 3 5 570 114.0 570 Technology & computers Next Mobile (q) 20 - 1,200 - 1,200 Next (m) 14 31 1,200 38.7 1,200 HI-FI Tehnika (q) 12 - 1,200 - 1,200 Men's Gadgets (Rus) (m) 9 - 1,000 - 1,000 Digital times (m) 7 - 1,100 - 1,200 Life/relationships Ievas Stasti (f) 36 133 900 6.8 900 Patiesa Dzive (f) 25 90 880 9.8 880 Patiesie Stasti 20 51 600 11.8 600 Leģendas 20 34 640 18.8 640 Ilustreta Zinatne (m) 28 96 800 8.3 800 Ilustreta Pasaules Vēsture (m) 26 68 800 11.8 800 Gossip Privata Dzive (w) 55 216 1,440 6.7 1,440 Kas Jauns (w) 35 128 1,060 8.3 1,060 Otkrito (Rus) 22 36 800 22.2 800 Vakara Zinas (zurnals) (w) 20 41 700 17.1 700 ZZL (Rus) (w) 10 - 720 - 720 Babies/parenting Mans Mazais (m) 18 60 1,080 18.0 1,080 Supulitis (m) 8 14 600 42.9 600 detki.lv (Rus) (m) 8 - 600 - 600 Fashion/lifestyle Officiel (in Lat, in Rus) (m) 15 - 1,735 1,735 Pastaiga (m) 9 22 1,090 49.5 1,090 Pastaiga.RU (Rus) (m) 8 - 990 - 990 Vip Lounge (Rus) (bm) 6 - 1,137 - 1,137

217 LATVIA: MAGAZINES

Magazines cont. w=weekly m=monthly Rus=in Russian Adult Full page Adult CPT Full page f=fortnightly bm=bimonthly Circulation readership Colour Colour B/W q=quarterly Title (000s) (000s) LVL LVL LVL Cooking Ievas Virtuve(bm) 46 - 900 - 900 Garšīgs (m) 10 - 700 - 700 Arts Maksla Plus (q) 3 12 290 24.2 290 Studija (bm) 2 3 450 150.0 450 Teen magazines Spica (w) 14 - 630 - 630 Sirups (w) 10 11 690 62.7 690 TV listings, other related TV izklaide (w) 45 63 1,185 18.8 1,185 Rigas Vilni (w) 40 88 940 10.7 940 Sports Sporta Avize (w) - 31 600 19.4 600 Construction Praktiska Buvnieciba (m) 10 - 340 - 340 Mana Maja Profesionaliem (m) 6 - 600 - 600 Latvijas būvniecība (bm) 4 9 740 - 740 Buvet (m) 4 5 580 116.0 580 Buvobjekts (bm) - - - - - Real estate DOM Foto (Rus) (m) 4 1 130 130.0 130 Mans Ipasums (m) - 3 - - - Nek. Ipash./Ned. Rin. Latviji. (Rus) - 3 90 150.0 - m2 (m) (f) - 1 - - - Law & government Jurista Vards (w) - 8 280 35.0 280 Crosswords, etc. Mezgls (f) 14 37 540 14.6 540 Zviedru mezgls (m) 12 28 420 15.0 420 Meistarmezgls (m) 8 21 240 11.4 240 Ievas mezgls (m) 8 23 240 10.4 240 Piecīšu rmezgls (m) 7 8 60 7.5 60 Mezgla sudoku (m) 6 17 60 3.5 60 Labirinta Zviedru Miklas (m) - 29 - - - Labirints (m) - 19 - - - Magiskas Rutis (m) - 9 130 14.4 130 Miklu Omnibuss - 4 - - - Other 40+(bm) 7 2 500 250.0 500 Skolotajs - 25 - - - Psihologijas Pasaule(q) - 21 310 14.8 595 Misterija (m) - 16 - - - Skola+ - 12 - - - Dadzis (f) - 8 - - - Tevijas Sargs (m) - 8 - - - Tiksanas (m) - 8 - - -

218 LATVIA: MAGAZINES

Magazines cont. w=weekly m=monthly Rus=in Russian Adult Full page Adult CPT Full page f=fortnightly bm=bimonthly Circulation readership Colour Colour B/W q=quarterly Title (000s) (000s) LVL LVL LVL Skola+ (Rus) - 4 - - - Weekend (Rus) (m) - 4 - - - Karogs (m) - 3 - - - Source: TNS Latvia, Print, Spring 2009, All 18+

Average CPT (Colour): LVL 18.5

219 LATVIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser LVL (000s) Category LVL (000s) L'Oréal 660.5 Mobile communication 2,249.3 Bite 638.8 Electronic media 1,618.5 Tele2 565.8 Cars 1,546.7 Procter & Gamble 384.4 Alcoholic beverages 1,166.9 LNT 368.4 Concerts/festivals/shows 987.6 Modern Times Group 335.8 Skin care 954.7 Baltkom 333.8 Financial services 881.8 LMT 261.1 Clothing 831.7 DNB Nord 239.5 Remedies 804.6 Latvijas Balzams 233.1 Retail 615.2 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top ten magazine Top ten magazine product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) Magazine expenditure Magazine expenditure Advertiser LVL (000s) Category LVL (000s) Baltkom 411.3 Electronic media 1,267.1 L'Oréal 276.8 Mobile communication 687.8 Bite 257.4 Concerts/festivals/shows 583.0 Modern Times Group 254.8 Remedies 560.7 LNT 229.7 Skin care 438.5 Tele2 183.1 Retail 316.1 Latvijas TV 174.8 Clothing 301.2 Procter & Gamble 172.3 Cars 277.3 LMT 131.4 Alcoholic beverages 264.1 Linstow 91.8 Telecommunications 256.2 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top magazine Top magazine owners (2008) owners (Jan-Sep 2009) Magazine revenue Magazine revenue Owner LVL (000s) Owner LVL (000s) Santa 4,670.2 Rīgas viļņi 2,209.9 Rīgas viļņi 3,776.0 Santa 1,714.4 Lilita 3,589.1 Lilita 1,396.3 Dienas mediji 2,518.6 Dienas žurnāli 716.0 Petits 2,101.5 Petits 675.5 Dienas žurnāli 1,060.9 Dienas mediji 551.7 Dienas Bizness 667.6 Mediju nams 513.1 SK Latvija 626.7 SK Latvija 377.7 Bizness&Baltija 546.4 Dienas Bizness 117.1 Mediju nams 430.0 Latvijas avīze 103.6 Latvijas avīze 303.6 Bizness&Baltija 86.6 Other 2,424.7 Other 1,106.5 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

220 LATVIA: RADIO

RADIO

Number of commercial radio stations: 48 Source: TNS/Supernova, Spring 2009, Autumn 2008-Winter 2009 survey

Average daily listening minutes per adult: 280 Source: TNS/Supernova, Spring 2009 , National and Riga stations, All 18+

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (LVL) (000s) (LVL) National 1 talk 0800-1000 39 248 0.2 Latvijas Radio 4 talk 0800-1000 30 179 0.2 Latvijas Radio 2 music 0900-1100 60 434 0.1 Latvijas Radio 3 classical music 0800-1000 8 53 0.1 Radio SWH music 0900-1100 50 244 0.2 SWH + music 1100-1300 35 150 0.2 SWH Rock music 1700-1800 51 51 1.0 Radio MIX FM music 1200-1400 50 91 0.6 Capital FM music 1300-1500 12 39 0.3 European Hit Radio music 1200-1400 62 155 0.4 Krievijas Hiti (Russkoe Radio) music 1100-1300 68 173 0.4 Radio Baltkom - Eho Moskvi music 1000-1200 35 38 0.9 NOVOE RADIO music 1100-1300 50 53 0.9 Radio PIK 100 FM music 1100-1300 37 63 0.6 Radio Skonto music 1200-1400 70 179 0.4 Radio 88.6 - Jumor FM music 1000-1300 30 90 0.3 Star FM music 0900-1200 57 199 0.3 Latviešu Radio music 1100-1300 30 46 0.7 Main regional Kurzemes radio music 1200-1400 17 61 0.3 Radio ALISE PLUS (Russkoe Radio) music 1200-1300 15 54 0.3 Radio Maksimums (Europa Plus) music 1300-1500 13 36 0.3 NOVOE RADIO () music 1300-1400 10 30 0.3 NOVOE RADIO (Rezekne) music 1200-1300 7 26 0.3 Jēkabpils radio 1 music 1600-1800 9 23 0.4 Radio Ef - Ei music 1500-1700 7 18 0.4 Radio Liepāja music 1800-2000 7 15 0.5 Radio Skonto Liepāja music 1400-1600 6 14 0.4 Latgales radio music 1500-1700 7 13 0.5 Source: TNS/Supernova, Spring 2009 (National and Riga stations), Autumn 2008-Winter 2009 survey (Regional stations), All 18+

Average CPT (all commercial stations): LVL 0.3

221 LATVIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser LVL (000s) Category LVL (000s) Tele2 639.9 Concerts/festivals/shows 2,178.9 Modern Times Group 590.8 Financial services 1,772.9 LMT 516.4 Cars 1,670.4 Elkor 408.7 Retail 1,647.3 Depo Diy 385.7 Mobile communication 1,573.2 Maxima 351.6 Print media 1,202.1 Rimi 333.4 Building materials 1,043.4 Bite 324.8 Electronic media 1,011.1 Hansabanka 291.1 Sports/recreation 784.9 Sportland 285.3 Remedies 689.7 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top ten radio Top ten radio product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) Radio expenditure Radio expenditure Advertiser LVL (000s) Category LVL (000s) Modern Times Group 456.1 Retail 1,422.7 Lattelecom 409.7 Concerts/festivals/shows 1,331.1 Bite 402.4 Mobile communication 918.4 LMT 369.4 Electronic media 835.1 Maxima 309.8 Print media 657.2 Rimi 303.0 Building materials 473.7 Depo Diy 272.3 Financial services 473.4 RD 217.6 Food 350.2 Elkor 213.6 Remedies 322.6 Essential Club 192.3 Household equipment 321.7 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top radio Top radio owners (2008) owners (Jan-Sep 2009) Radio revenue Radio revenue Owner LVL (000s) Owner LVL (000s) SWH 6,715.2 Super FM grupa 2,584.7 Radio Skonto 3,848.2 Radio Skonto 2,222.6 Super FM grupa 3,678.5 Mix FM grupa 2,102.3 Mix FM grupa 2,314.9 SWH 2,096.6 State radio 2,266.8 MTG 1,451.4 MTG 1,920.3 State radio 1,320.3 Pik FM 945.2 Pik FM 297.0 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

222 LATVIA: OUTDOOR

OUTDOOR

Number of outdoor sites: 3,307

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month LVL Busshelters/citylights 1.20x1.76m 2,425 280 Collumn/pillars 1.38x2.98m 566 680 Billboards 6.00x3.00m 316 480 Source: Outdoor companies

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser LVL (000s) Tele2 1,651.1 Bite 670.4 LMT 477.5 Maxima 414.6 Linstow 305.1 Krewel Meuselbach 295.0 Lattelecom 249.3 Hesburger 240.0 Rimi 234.3 Robert Bosch 229.4 Source: TNS Latvia, Gallup AdFacts

Top ten outdoor product categories (2008) Outdoor expenditure Category LVL (000s) Mobile communication 3,103.9 Retail 1,304.4 Concerts/festivals/shows 821.6 Financial services 443.7 Alcoholic beverages 386.9 Catering 381.5 Remedies 367.0 Clothing 350.0 Hot drinks 317.2 Theatre/art/culture 302.8 Source: TNS Latvia, Gallup AdFacts

223 LATVIA: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) Outdoor expenditure Outdoor expenditure Advertiser LVL (000s) Category LVL (000s) Tele2 836.6 Mobile communication 2,144.8 Bite 805.4 Retail 932.4 LMT 592.7 Telecommunications 495.6 Maxima 310.5 Public organizations 493.2 Rimi 254.6 Concerts/festivals/shows 473.7 Latvijas Koncerti 235.0 Remedies 353.7 Lattelecom 223.9 Alcoholic beverages 192.2 Junior Achievement Latvij 210.0 Governmental institutions 184.8 Krewel Meuselbach 152.1 Building materials 165.5 Linstow 149.0 Clothing 163.2 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top outdoor Top outdoor contractors (2008) contractors (Jan-Sep 2009) Outdoor revenue Outdoor revenue Contractor LVL (000s) Contractor LVL (000s) JC Decaux 5,588.4 JC Decaux 3,347.6 Euro AWK 4,054.5 Euro AWK 2,243.5 Clear Channel 2,356.3 Clear Channel 2,031.4 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

224 LATVIA: CINEMA

CINEMA Number of cinema screens: 40 Source: Pirmā Līnija Average CPT: LVL 180 Number of screens used in typical national campaign: 15 Source: Pirmā Līnija Trend in admissions Admissions (mill) 2004 1.1 2005 1.2 2006 1.6 2007 1.8 2008 1.8 Source: Count of Forum Cinema (14 screens) Cinema audience profile Age % 15-24 55.6 25-34 16.6 35-49 19.5 50+ 8.2 Sex % Male 49.0 Female 51.0 Income per family member (LVL) % <100 15.2 101-150 13.4 151-200 9.6 201-300 11.8 >300 21.6 unknown 28.4 Source: TNS Latvia, TNS Atlas, Spring 2009 Top ten films (2008) Gross takings Film LVL (000s) Journey To The Centre Of Earth 3D 75.8 Sex And The City 75.1 Quantum Of Solace 65.1 Mamma Mia! 58.3 Kung Fu Panda 54.8 Madagascar 2 52.3 Mummy 3 46.7 Wall-E 44.0 Hancock 43.1 Horton Hears A Who 41.0 Source: ZenithOptimedia records

225 LATVIA: INTERNET

INTERNET

Homes with internet connection: 430,000 (51.3%) Adult internet users: 937,000 (48.7%) Adult internet users with home broadband: 693,000 (36.0%) Typical monthly cost of internet access: LVL13-LVL19 Average minutes spent online Per day Adults Total 286 Source: TNS Latvia, Internet Survey Spring 2009, Supernova dayorder survey Spring 2009, All 18+

Cost of display ads Top ten search keywords Typical cost per thousand impressions Keyword Type LVL (gross) video Billboard 1.50 karte Expand billboard/flag 3.60 google Navibox (large rectangle) 2.15 torrent Floating/overlay 12.00 radio Startpage 16.30 games Skyscraper/tower 2.50 youtube Videoad 2.70 nokia Pop-up 4.50 draugiem.lv Streaming video 7.10 programma Source: TOP internet portals* Source: Google, October 2009 *Inbox.lv, Draugiem.lv, One.lv, Delfi.lv, Rus.delfi.lv, Apollo.lv, Kasjauns.lv, Tvnet.lv, Diena.lv Internet user profile Age % 15-24 32.0 25-34 24.8 35-54 34.2 55-64 6.4 65+ 2.3 Sex % Male 48.1 Female 51.9 Income per family member (LVL) % <100 17.4 101-150 13.9 151-200 11.1 201-300 13.4 >300 14.0 unknown 30.2 Source: TNS Latvia, Internet Survey Spring 2009 Note: Profile for internet users who have been online within the past 7 days.

226 LATVIA: INTERNET

Top ten internet sites (Sep 2008) Top ten internet sites (Sep 2009) Unique visitors Unique visitors Site per month Site per month Inbox.lv 746,756 Inbox.lv 795,115 Ss.lv 544,056 Draugiem.lv 689,007 Delfi.lv 518,080 Ss.lv 613,340 Tvnet.lv 414,177 Delfi.lv 589,389 One.lv 392,141 Tvnet.lv 429,442 Apollo.lv 357,710 Apollo.lv 390,217 1188.lv 319,031 One.lv 363,951 Zip.lv 288,024 Zip.lv 329,871 Boomtime.lv 220,871 1188.lv 309,845 Reklama.lv 219,388 Mammam.lv 257,351 Source: Gemius Audience, September 2008 Source: Gemius Audience, September 2009 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser LVL (000s) Category LVL (000s) Tele2 479.3 Mobile communication 973.8 Bite 352.9 Cars 907.0 Lattelecom 248.3 Internet 887.1 Hansabanka 217.3 Financial services 617.5 LMT 147.2 Retail 268.3 Skandi Auto, Aura Auto 132.0 Real estate 222.5 Maxima 113.6 Concerts/festivals/shows 220.9 Amserv Motors, Wess Motors 104.9 Telecommunications 203.4 Studio Moderna 100.6 Passenger transport 186.8 Acme Film 100.4 Insurance services 159.9 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

227 LATVIA: INTERNET

Top ten internet Top ten internet product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) Internet expenditure Internet expenditure Advertiser LVL (000s) Category LVL (000s) Bite 522.8 Mobile communication 1,387.4 Tele2 411.0 Internet 678.7 LMT 360.1 Cars 400.3 Studio Moderna 126.1 Retail 381.8 BT1 116.1 Financial services 361.3 Acme Film 107.4 Concerts/festivals/shows 309.0 Modern Times Group 104.0 Electronic media 248.3 Toyota Baltic 103.6 Telecommunications 247.4 Turības Mācību Centrs 91.3 Education 207.5 Lattelecom 89.4 Movies 188.3 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

Top ten internet Top ten internet owners (2008) owners (Jan-Sep 2009) Internet revenue Internet revenue Owner LVL (000s) Owner LVL (000s) Delfi 2,959.8 Draugiem.lv 1,950.8 Inbox.lv 1,795.8 Inbox.lv 1,631.6 Tvnet.lv 778.0 Delfi 1,501.5 Apollo City 369.8 Tvnet.lv 523.0 DB.lv 244.6 Apollo City 362.7 ss.lv 102.5 DB.lv 313.8 Diena.lv 76.5 KasJauns.lv 259.3 Sportacentrs.com 67.2 Diena.lv 66.2 1188.lv 21.6 Sportacentrs.com 59.3 Orb.lv 20.3 Orb.lv 13.1 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

228 LATVIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Weekly Conventional television 94.7 Newspapers 60.3 Magazines 46.6 Radio 66.1 Cinema 10.2 Internet 52.5 Source: TNS Atlas, Supernova, Dayorder survey Spring 2009, All 18+ OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser LVL (000s) Category LVL (000s) Procter & Gamble 26,905 Mobile communication 48,031 Tele2 22,796 Household hygiene 21,726 Coca-Cola 12,366 Concerts/festivals/shows 20,098 Studio Moderna 12,092 Remedies 19,351 Danone 10,666 Financial services 19,322 Henkel 10,558 Cold drinks 18,218 LMT 9,147 Retail 17,581 Bite 8,681 Hair care 14,392 Reckitt Benckiser 8,491 Cars 13,969 Modern Times Group 8,464 Milk/cheese 13,352 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts Top ten overall Top ten overall product advertisers (Jan-Sep 2009) categories (Jan-Sep 2009) Media expenditure Media expenditure Advertiser LVL (000s) Category LVL (000s) Procter & Gamble 14,056 Mobile communication 32,547 Tele2 11,703 Concerts/festivals/shows 15,981 Coca-Cola 10,198 Retail 15,696 Henkel 9,982 Cold drinks 14,054 Modern Times Group 8,661 Household hygiene 13,534 LMT 8,572 Electronic media 12,430 Studio Moderna 8,185 Hair care 10,937 Bite 7,635 Alcoholic beverages 10,903 Danone 7,379 Remedies 10,437 Reckitt Benckiser 6,618 Milk/cheese 9,544 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

229 LATVIA: MEDIA REACH/OVERALL

Top ten media Top ten media owners (2008) owners (Jan-Sep 2009) Media revenue Media revenue Owner LVL (mill) Owner LVL (mill) MTG 174.6 MTG 118.5 LNT & TV5 101.6 LNT & TV5 67.8 BMA 40.4 BMA 28.4 State channels 10.1 State channels 4.2 MTV 9.1 JC Decaux 3.3 Dienas mediji 7.6 Petits 3.2 SWH 6.7 Super FM 2.6 Petits 6.7 Euro AWK 2.2 JC Decaux 5.6 Radio Skonto 2.2 Santa 4.7 Rīgas viļņi 2.2 Source: TNS Latvia, Gallup AdFacts Source: TNS Latvia, Gallup AdFacts

230 LITHUANIA: ECONOMIC DATA

LITHUANIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 2.36 Litas at 2008 rate

Gross Domestic Product (Litas billion) at current prices 48.6 52.1 57.0 62.7 72.1 82.8 98.1 111.5 % change 6.4 7.2 9.4 10.1 14.9 14.9 18.5 13.6 at 2008 prices 60.9 65.1 72.0 78.4 87.7 97.1 108.9 111.5 % change 5.0 6.9 10.6 8.9 12.0 10.7 12.1 2.4

Gross Domestic Product per capita (Litas 000s) at current prices 14.0 15.0 16.5 18.2 21.1 24.4 29.2 33.6 at 2008 prices 17.5 18.8 20.9 22.8 25.7 28.6 32.4 33.6

Gross Domestic Product (US$ billion) at current prices 20.6 22.1 24.2 26.6 30.6 35.1 41.6 47.3 at 2008 prices 25.8 27.6 30.5 33.2 37.2 41.2 46.2 47.3

Gross Domestic Product per capita (US$ 000s) at current prices 5.9 6.4 7.0 7.7 8.9 10.4 12.4 14.2 at 2008 prices 7.4 8.0 8.9 9.7 10.9 12.2 13.7 14.2

Population Millions 3.5 3.5 3.5 3.4 3.4 3.4 3.4 3.3

Consumer Price Index 2008=100 79.8 80.0 79.1 80.0 82.1 85.3 90.2 100.0 % change 1.3 0.3 -1.1 1.1 2.7 3.8 5.7 10.9

Ad.spend as a % of GDP 1.12 1.41 1.41 1.39 1.49 1.50 1.58 1.64

Advertising Expenditure Growth (%) at current prices 43.3 34.4 9.4 8.8 22.9 15.9 24.5 18.0 at 2008 prices 41.5 34.1 10.6 7.6 19.7 11.6 17.8 6.4 Source: IFS, ZenithOptimedia

231 LITHUANIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in LTL (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 440 194 26 203 17 - 23 - 1999 408 131 37 224 16 - 19 - 2000 359 99 36 211 14 - 22 - 2001 530 108 39 369 14 - 16 - 2002 703 118 44 524 16 - 31 - 2003 777 129 52 578 19 - 26 - 2004 837 152 58 606 20 0.2 32 5 2005 1,023 159 63 777 24 0.1 40 10 2006 1,187 177 80 907 22 0.7 41 16 2007 1,464 184 99 1,145 35 0.7 50 35 2008 1,720 196 135 1,340 48 1.1 57 51

Advertising expenditure in LTL (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 569 251 33 262 22 - 30 - 1999 524 168 47 288 21 - 24 - 2000 456 125 45 267 18 - 27 - 2001 664 136 48 463 17 - 20 - 2002 879 148 55 655 20 - 39 - 2003 982 163 65 730 24 - 33 - 2004 1,046 190 73 758 25 0.2 39 6 2005 1,246 194 77 946 29 0.1 49 12 2006 1,392 208 94 1,064 26 0.8 48 19 2007 1,623 204 110 1,270 39 0.8 55 39 2008 1,720 196 135 1,340 48 1.1 57 51 Source: TNS Gallup, ZenithOptimedia estimates Notes: 1. Before discounts 2. Classified included from 2005 3. Production costs excluded 4. Agency commission excluded 5. Internet includes banners and other display; excludes classified and paid-search 6. TV figures do not include cable/satellite channels

Main advertising restrictions Tobacco: Banned. Alcohol: Banned on TV and radio from 0600-2300; banned on covers of newspapers and magazines; banned at mass events, in educational and medical establishments, on public transport and at gas stations. All alcohol ads will be prohibited from 2012. Pharmaceutical: OTC only. Children's: No restrictions. Political: Banned on TV and radio. Permitted with restrictions outdoors.

232 LITHUANIA: POPULATION

POPULATION

2 Land area (km ) 65,300 Capital city Languages Lithuanian, Russian Currency Litas (LTL) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 259 246 505 15-24 268 258 526 25-34 231 225 456 35-44 239 249 488 45-54 230 260 490 55-64 150 198 348 65+ 182 354 536 Total 1,559 1,790 3,349 Source: Lithuania Statistics Department

Adult status Male Female Total (000s) (000s) (000s) AB 313 387 700 C1 136 144 280 C2 528 564 1,092 D 72 91 163 E 170 223 393 Total 1,219 1,409 2,628 Source: TNS Gallup

Definition of adult status AB = higher and intermediate managerial C1 = specialists with higher education (non-manual labour)/small business owners C2 = specialists (non-manual labour) D = manual labour specialists and non-manual labour specialists with low education E = lower education manual labour specialists, farmers and small business owners

233 LITHUANIA: TELEVISION

TELEVISION

Main channels Daily Ad mins hours of per Channel transmission week Non-commercial LTV2 16 - Commercial TV3 19 1,080 TV6 16 835 LNK 19 950 TV1 17 740 LTV 18 360 BTV 18 750 PBK 20 900 Lietuvos ryto TV 17 540 MTV 19 400 Source: TNS Gallup Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (LTL) (000s) (LTL) TV3 1845-2130 1,710 280 6.1 TV6 2100-2230 1,260 33 38.2 LNK 1845-2130 1,740 300 5.8 TV1 2100-2230 750 27 27.8 LTV 2030-2200 1,065 200 5.3 BTV 2000-2300 750 97 7.7 PBK 1915-2215 825 55 15.0 Lietuvos ryto TV 2100-2200 1,200 33 36.4 MTV 2130-2330 210 3 70.0 Source: ZenithOptimedia

Average CPT (all commercial channels): LTL 9.3

234 LITHUANIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults LTL (000s) Non-commercial LTV2 1.0 1.1 - Commercial TV3 25.8 23.7 749,381 TV6 1.9 1.8 35,196 LNK 20.9 20.9 508,292 TV1 1.8 1.6 18,611 LTV 13.3 14.3 111,873 BTV 7.7 7.6 87,061 PBK 5.7 6.4 73,794 Lietuvos ryto TV 1.2 1.3 5,359 MTV 0.3 0.2 41,933 Others (disclosed) 20.9 20.9 - Source: TNS Gallup

Top ten television programmes (2008) Adult Programme Channel TVR Auksiniai svogūnai 2008 TV3 24.5 Nekviesta meilė 2 LNK 23.8 Žvaigždžių duetai LNK 23.7 NUO...IKI... LNK 22.5 SUPER LT LNK 21.5 TV3 Žinios TV3 21.5 Ka daryti. Radzi koncertas LNK 20.9 Gerto Hofo Sviesu spektaklis LTV 20.4 Sroves LNK 20.0 Kelias į žvaigždes. Finalas LNK 19.9 Source: TNS Gallup

235 LITHUANIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser LTL (000s) Category LTL (000s) Procter & Gamble 98,285 Mobile communication 165,479 Tele2 87,638 Remedies 135,727 Viasat 64,503 Electronic media 134,285 Omnitel 53,639 Concerts/festivals/shows 104,618 Studio Moderna 50,668 Household hygiene 96,519 Reckitt Benckiser 47,350 Retail 84,174 Coca-Cola 46,551 Cold drinks 70,877 Danone Group 43,919 Hair care 56,257 Maxima 31,891 Milk/cheese 52,604 Unilever 27,518 Confectionery 45,222 Source: TNS Gallup Source: TNS Gallup

Top television Top television channels (2008) owners (2008) TV revenue TV revenue Sales house LTL (000s) Owner LTL (000s) TV3 749,381 MTG 784,577 LNK 508,292 MG Baltic 526,903 LTV 111,873 LTV 111,873 BTV 87,061 Baltomedia 87,061 PBK 73,794 BMA 73,794 MTV 41,933 MTV Baltic 41,933 TV6 35,196 Lietuvos Rytas 5,359 TV1 18,611 Source: TNS Gallup Lietuvos rytas TV 5,359 Source: TNS Gallup

236 LITHUANIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily N=National R=Regional Adult Full page Adult CPT Full page F=Free Circulation readership B/W B/W Colour Title (000s) (000s) LTL LTL LTL 15 minučių (d, N, F) 100 390 16,432 42.1 16,432 Vakaro žinios (d, N) 61 596 11,210 18.8 14,573 Lietuvos rytas (d, N) 60 475 13,094 27.6 15,713 Sostinė (d, R) 42 68 7,051 103.7 8,461 Kauno diena (d, R) 36 114 10,270 90.1 10,270 Respublika (d, N) 31 226 12,229 54.1 15,898 Lietuvos žinios (d, N) 21 64 5,135 80.2 6,676 Šiaulių kraštas (d, R) 16 119 6,115 51.4 8,560 Verslo žinios (d, N) 15 81 12,100 149.4 16,940 Klaipėda (d, R) 10 83 8,216 99.0 8,216 Source: TNS Gallup, ZenithOptimedia

Average CPT (B/W): LTL 46.0

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser LTL (000s) Maxima 5,405 Tele2 3,605 Bite 3,085 Palink 2,432 Omnitel 2,275 Elektromarkt 1,743 Svyturys-Utenos Alus 1,651 DNB Nord Bankas 1,637 Senukai 1,627 Topo Centras 1,579 Source: TNS Gallup

237 LITHUANIA: NEWSPAPERS

Top ten newspaper product categories (2008) Newspaper expenditure Category LTL (000s) Concerts/festivals/shows 25,949 Retail 14,881 Financial services 12,837 Theatre/art/culture 11,419 Cars 10,626 Mobile communication 10,159 Real estate 9,222 Electronic media 9,207 Sporting/recreation 8,657 Alcoholic beverages 7,273 Source: TNS Gallup Top ten newspaper owners (2008) Newspaper revenue Owner LTL (000s) Respublika 103,185 Lietuvos Rytas 68,881 Kauno Diena 49,695 Verslo Zinios 23,002 15 Minuciu 13,739 Siauliu Krastas 10,336 Valstieciu Laikrastis 9,084 Lietuvos Zinios 7,331 Ukininko Patarejas 6,693 Sekunde 5,839 Source: TNS Gallup Top ten newspaper (2008) sales houses Newspaper revenue Sales house LTL (000s) Lietuvos Rytas 50,782 Respublika 34,601 Laisvalaikis 24,118 Vakaro Zinios 23,537 Verslo Zinios 23,002 Kauno Diena 22,684 Klaipeda 17,147 15 Min 13,739 Vakaru Ekspresas 12,037 Siauliu Krastas 10,336 Source: TNS Gallup

238 LITHUANIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) LTL LTL LTL TV listings TV publika (w) 239 - 22,522 - 17,325 TV antena (w) 160 447 11,571 25.9 11,571 Ekspress nedelia (w) 68 180 5,843 32.5 4,674 TV gidas (w) 50 105 2,500 23.8 2,500 Women's Žmonės (w) 145 423 8,600 20.3 8,600 Panelė (m) 50 141 7,400 52.5 7,400 Ji (w) 45 78 2,500 32.1 2,500 Cosmopolitan (m) 38 76 8,000 105.3 8,000 Laima (m) 25 104 7,400 71.2 7,400 Ieva (m) 22 72 7,200 100.0 7,200 Moteris (m) 21 118 7,100 60.2 7,100 Edita (m) 20 76 4,000 52.6 4,000 Tavo vaikas (m) 13 58 3,300 56.9 3,300 General interest Gyvenimo būdas (w) 149 158 20,644 130.7 18,471 Stilius (w) 58 170 8,526 50.2 8,526 Laisvalaikis (w) 50 106 15,680 147.9 15,680 Brigita/Julius (w) 41 92 8,000 87.0 8,000 Psichologija Tau (m) 8 60 3,300 55.0 3,300 IT Computer Bild (m) 12 84 3,400 40.5 3,400 Business Verslo klasė (m) 23 66 9,000 136.4 9,000 Source: ZenithOptimedia

Average CPT (Colour): LTL 55.1

239 LITHUANIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser LTL (000s) Category LTL (000s) L'Oréal 3,502 Alcoholic beverages 10,909 Maxima 2,850 Cars 8,145 Procter & Gamble 1,880 Remedies 7,818 Bite 1,740 Retail 7,803 Tele2 1,428 Skincare 6,749 Omnitel 1,349 Mobile communication 6,398 Stumbras 1,279 Clothing 5,463 Palink 1,266 Perfume 3,612 Svyturys-Utenos Alus 1,231 Decorative cosmetics 3,436 Beiersdorf 1,063 Electronic media 2,792 Source: TNS Gallup Source: TNS Gallup

Top ten magazines (2008) Magazine revenue Sales house LTL (000s) Zmones 21,040 TV Antena 17,006 Stilius 9,832 Laima 7,129 Moteris 6,303 Cosmopolitan 5,449 Panele 4,506 Verslo Klase 4,421 Versus 2,961 Ieva 2,819 Source: TNS Gallup

240 LITHUANIA: RADIO

RADIO

Number of commercial radio stations: 34 Source: TNS Gallup

Average daily listening minutes per adult: 193 Source: TNS Gallup

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (LTL) (000s) (LTL) National LR1 music/talk 0700-0800 420 614 0.7 Pūkas music/talk 0800-0900 275 275 1.0 Lietus music/talk 0700-0800 285 308 0.9 M-1 music/talk 0900-1000 315 302 1.0 M-1 Plius music/talk 0900-1000 180 97 1.9 Zip FM music/talk 1200-1300 130 110 1.2 Russkoje Radio Baltija music/talk 1000-1100 190 267 0.7 Power Hit Radio music/talk 1500-1600 120 99 1.2 Radiocentras music/talk 0900-1000 260 226 1.2 Main regional Kelyje music/talk 0800-0900 60 98 0.6 music/talk 0900-1100 54 58 0.9 Source: TNS Gallup, ZenithOptimedia

Average CPT (all commercial stations): LTL 0.9

241 LITHUANIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser LTL (000s) Category LTL (000s) Norfos Mazmena 1,895 Concerts/festivals/shows 8,141 Tele2 1,822 Retail 7,841 Relax Live 1,776 Remedies 5,044 Eurovaistine 1,758 Mobile communication 3,598 Maxima 1,640 Electronic media 3,345 Palink 1,622 Medical services/institutions 3,212 Bite 1,260 Gambling 2,599 Valentis 847 Theatre/art/culture 2,065 Litfarma 794 Cars 1,707 TEO 688 Financial services 1,645 Source: TNS Gallup Source: TNS Gallup

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner LTL (000s) Sales house LTL (000s) M1 27,907 M1 15,166 Baltomedia 19,592 Radiocentras 11,378 LR1 11,087 LR1 11,087 Pukas 4,603 Lietus 8,837 Source: TNS Gallup Russkoje Radio Baltija 8,214 Pukas 4,603 M1 Plius 3,904 Source: TNS Gallup

242 LITHUANIA: OUTDOOR

OUTDOOR

Type, size and cost of sites Cost per panel Type/size of display per month (LTL) Bus shelter/city light 1,440 Collumns 1,800 Billboard (6x3 m, 4x6 m) 3,800 Billboard (15x5 m) 5,000 Triangular pillar 3,200 Source: ZenithOptimedia

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser LTL (000s) Category LTL (000s) Omnitel 5,356 Mobile communication 14,996 Bite 4,608 Retail 5,418 Tele2 3,976 Alcoholic beverages 3,983 Svyturys-Utenos Alus 1,628 Theatre/art/culture 2,958 Samsung Electronics 1,590 Concerts/festivals/shows 2,804 Kalnaplio_Tauro Grupe 1,489 Financial services 2,068 Maxima 1,372 Cars 1,891 Husqvarna 1,127 Real estate 1,599 Unilever 1,056 Furniture 1,597 Rimi 988 Insurance services 1,456 Source: TNS Gallup Source: TNS Gallup

Top ten outdoor contractors (2008) Outdoor revenue Contractor LTL (000s) JCDecaux 65,923 Clear Channel 6,240 Kata 5,186 Baltijos Vaizdine Reklama 4,922 Audora 1,684 Gijota 1,419 Dizrega 1,224 ETN Baltic 1,128 Rodiklis 764 Zoom Out 616 Source: TNS Gallup

243 LITHUANIA: CINEMA

CINEMA

Number of cinema screens: 150 approx. Source: ZenithOptimedia

Average cost of a 60 sec. spot per screen per contact: LTL 0.55 Source: ZenithOptimedia

Average CPT: LTL550 Source: ZenithOptimedia

Trend in takings Gross takings LTL (000s) 2004 190 2005 135 2006 669 2007 666 2008 1,174 Source: TNS Gallup

Top ten cinema advertisers (2008) Cinema expenditure Advertiser LTL (000s) Bite 274 Akropolis 91 Red Bull 83 Palink 78 Effigy 48 Tele2 41 Chips 37 Leidykla Obuolys 36 Nestlé 35 Samsung Electronics 34 Source: TNS Gallup

244 LITHUANIA: CINEMA

Top ten films (2008) Gross takings Film LTL (000s) Madagascar 2 117 Quantum Of Solace 71 Kung Fu Panda 42 My Best Friend's Girl 40 The Accidental Husband 36 Burn After Reading 32 Righteous Kill 31 Viki Kristina Barselona 30 Max Payne 28 Ironyja Sudby. Prodolzenija 28 Source: TNS Gallup

Top ten cinema product categories (2008) Cinema expenditure Category LTL (000s) Mobile communication 293 Retail 169 Clothing 95 Telecommunications 86 Cold drinks 83 Confectionery 76 Perfume 58 Food products - other 48 Concerts/festivals/shows 39 Remedies 29 Source: TNS Gallup Top cinema owners (2008) Cinema revenue Owner LTL (000s) Forum Cinemas 1,139 Cinamonas 27 Atlantis Cinemas 5 Source: TNS Gallup Top cinemas (2008) Cinema revenue Sales house LTL (000s) Forum Cinemas 508 Forum Cinemas Akropolis 347 Forum Cinemas Vingis 206 Forum Cinemas Babilonas 48 Cinamonas 27 Saule 21 Garsas 9 Atlantis Cinemas 5 Source: TNS Gallup

245 LITHUANIA: INTERNET

INTERNET Typical monthly cost of internet access: LTL 40 Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type (LTL) Keyword (LTL) Regular banner 7 darbo 0.20-0.29 Expanding banner 11 delfi 0.32-0.49 Floating banner 60 games 1.53-2.04 Poltergeist 120 one 2.41-3.21 Source: ZenithOptimedia one.lt 0.71-0.95 programa 1.46-1.89 Internet user profile tv 1.95-2.67 Age % video 2.13-2.66 15-19 20.0 youtube 3.08-3.87 20-29 29.0 zaidimai 0.32-0.49 30-39 21.0 Source: Gemius Audience 40-49 17.0 50-59 8.0 60+ 4.0 Sex % Male 48.0 Female 52.0 Social status % A 24.0 B 17.0 C1 15.0 C2 38.0 D 2.0 E 5.0 Source: ZenithOptimedia

Top ten internet sites (2008) Unique visitors Site per month delfi.lt 919,120 one.lt 915,329 plius.lt 718,809 lrytas.lt 651,241 alfa.lt 537,499 skelbiu.lt 524,190 draugas.lt 511,137 zebra.lt 488,876 videogaga.lt 464,956 blogas.lt 440,278 Source: Gemius Audience

246 LITHUANIA: INTERNET

Top search engines (2008) Search engine google.lt* Source: Gemius Audience *used by 98.1% of internet users Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser LTL (000s) Category LTL (000s) Bite 2,931 Mobile communication 6,747 Omnitel 2,281 Financial services 3,483 Tele2 1,897 Cars 3,227 Flylal-Lithuanian Airlines 1,342 Passenger transport 2,527 Maxima 1,316 Real estate 2,373 Studio Moderna 824 Travel 2,327 Air Baltic 821 Retail 2,197 TEO 802 Telecommunications 1,858 BPC Travel 795 Alcoholic beverages 1,407 Toyota 789 Computers 1,145 Source: TNS Gallup Source: TNS Gallup

Top ten internet owners (2008) Internet revenue Owner LTL (000s) delfi.lt 18,909 one.lt 11,118 Tradedoubler network 5,867 Ad Target 4,772 lrytas.lt 3,933 vz.lt 1,942 supermama.lt 1,131 asa.lt 1,022 alfa.lt 908 zebra.lt 471 Source: TNS Gallup

247 LITHUANIA: MEDIA REACH/OVERALL

MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television70.0 88.0 93.0 Newspapers56.0 76.0 80.0 Magazines- 73.0 73.0 Radio86.0 91.0 93.0 Internet38.0 43.0 44.0 Source: TNS Gallup OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser LTL (000s) Category LTL (000s) Procter & Gamble 100,833 Mobile communications 207,693 Tele2 100,410 Remedies 153,753 Viasat 68,254 Electronic media 150,619 Omnitel 65,517 Concerts/festivals/shows 144,099 Studio Moderna 52,307 Retail 123,821 Reckitt Benckiser 47,910 Household hygiene 97,308 Coca-Cola 46,829 Cold drinks 73,526 Maxima 44,477 Hair care 58,693 Danone 44,434 Financial services 57,473 Bite 39,057 Alcoholic beverages 55,898 Source: TNS Gallup Source: TNS Gallup Top ten sales houses (2008) Media revenue Sales house LTL (000s) TV3 749,381 LNK 508,292 LTV 111,873 BTV 87,061 PBK 73,794 JCDecaux 65,923 Lietuvos Rytas 50,782 MTV 41,933 TV6 35,196 Respublika 34,601 Source: TNS Gallup

248 MOLDOVA: ECONOMIC DATA

MOLDOVA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 12.39 MDL at 2008 rate

Gross Domestic Product (MDL million) at current prices 19,052 22,556 27,619 32,032 37,652 44,754 53,354 64,574 % change 18.9 18.4 22.4 16.0 17.5 18.9 19.2 21.0 at 2008 prices 40,393 45,424 49,765 51,321 53,875 56,778 60,237 64,574 % change 8.3 12.5 9.6 3.1 5.0 5.4 6.1 7.2

Gross Domestic Product per capita (MDL) at current prices 4,658 5,696 6,939 8,385 10,014 12,063 14,538 17,789 at 2008 prices 9,876 11,471 12,504 13,435 14,328 15,304 16,413 17,789

Gross Domestic Product (US$ million) at current prices 1,537 1,820 2,229 2,585 3,038 3,612 4,306 5,211 at 2008 prices 3,260 3,666 4,016 4,141 4,348 4,582 4,861 5,211

Gross Domestic Product per capita (US$) at current prices 376 460 560 677 808 973 1,173 1,436 at 2008 prices 797 926 1,009 1,084 1,156 1,235 1,325 1,436

Population Millions 4.09 3.96 3.98 3.82 3.76 3.71 3.67 3.63

Consumer Price Index 2008=100 47.2 49.7 55.5 62.4 69.9 78.8 88.6 100.0 % change 9.8 5.3 11.8 12.5 12.0 12.8 12.4 12.9

Ad.spend as a % of GDP ----0.26 0.32 0.39 0.51

Advertising Expenditure Growth (%) at current prices -----43.2 46.3 58.2 at 2008 prices -----27.0 30.2 40.2 Source: IFS, ZenithOptimedia

249 MOLDOVA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in MDL million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 2005 98.7 12.3 6.6 41.0 16.2 1.0 21.6 - 2006 141.5 17.6 9.5 61.8 23.0 1.2 27.0 1.4 2007 207.0 22.0 11.8 85.2 24.3 1.5 60.9 1.4 2008 327.6 23.7 12.8 150.1 27.0 3.7 108.2 2.0

Advertising expenditure in MDL million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 2005 141.3 17.6 9.5 58.6 23.2 1.4 31.0 - 2006 179.5 22.3 12.0 78.4 29.2 1.5 34.3 1.7 2007 233.7 24.8 13.4 96.2 27.5 1.7 68.7 1.5 2008 327.6 23.7 12.8 150.1 27.0 3.7 108.2 2.0 Source: AGB Moldova, TNS Moldova, ZenithOptimedia estimates Notes: 1) Excludes agency commission 2) Excludes production costs 3) After discounts

Main advertising restrictions Tobacco: Restricted on TV and outdoor. Alcohol: Restricted on TV between 0700 and 2200, banned on newspaper front page. Pharmaceutical: Must be certificated by the Moldovan Ministry of Health.

250 MOLDOVA: POPULATION

POPULATION

Land area km² 33,371 Capital city Chisinau Languages Moldovan, Russian, Gagauz Currency Moldovan Leu (MDL) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 322 306 628 15-24 346 335 680 25-34 279 276 555 35-44 229 242 470 45-54 253 284 538 55-64 149 183 332 65+ 139 230 369 Total 1,717 1,855 3,573 Source: Moldova National Bureau of Statistics

Adult status Male Female Total (000s) (000s) (000s) AB 49 13 62 C1 86 186 272 C2 108 265 373 D 372 314 686 E 906 888 1,793 Total 1,521 1,665 3,186 Source: AGB Moldova 2008

Definition of adult status AB = higher and intermediate managerial C1 = supervisory/clerical C2 = skilled manual D = semi and unskilled manual E = subsistence/inactive

251 MOLDOVA: TELEVISION

TELEVISION Number of households (2007): 1,044,475 Number of television households (2007): 933,761 (89.4%) Television homes with: Colour 90.3% VCR 10.0% DVD 35.0% Cable (connection) - total 74.0% Satellite dish - total 8.3% Source: TNS Moldova Average minutes viewed per day per adult (2007): 120

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial PRIME 93 24 288 Moldova1 93 24 288 MuzTV 37 24 288 PRO TV 39 24 288 NIT 77 24 288 CTC 72 24 288 N4 35 24 288 TVC21 32 24 288 TV7_HTB 42 24 288 EuroTV 30 24 288 RenTV 32 24 288 THT_Bravo 32 24 288 2Plus 85 24 288 Source: AGB Moldova

252 MOLDOVA: TELEVISION

Cost/audience (2007) Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (€) (000s) (€) PRIME 1930-2000 70 549 0.1 Moldova 1 2200-2230 42 295 0.1 MuzTV 1900-1930 40 57 0.7 PRO TV 2000-2030 40 43 0.9 NIT 2230-2300 56 181 0.3 CTC 2230-2300 50 162 0.3 TV7_HTB 2200-2230 40 89 0.4 THT_Bravo 2130-2200 32 64 0.5 2Plus 2230-2300 50 204 0.2 Source: AGB Moldova

Average CPT: €0.3

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2007 2007 Channel Individuals Adults € (mill) Non-commercial Moldova1 1.1 1.1 0.3 Commercial PRIME 70.2 72.5 10.0 MuzTV 0.9 0.7 0.4 PRO TV 1.4 1.5 0.4 NIT 6.6 6.3 1.5 CTC 12.9 10.5 1.0 N4 0.9 0.8 0.2 TVC21 0.0 0.0 0.1 TV7_HTB 5.1 5.6 0.9 EuroTV 0.1 0.1 0.1 RenTV 0.7 0.7 0.2 THT_Bravo 0.0 0.0 0.2 2Plus 0.3 0.2 0.4 Source: AGB Moldova

253 MOLDOVA: TELEVISION

Top ten television advertisers (2007) TV expenditure Advertiser € (mill) Procter & Gamble 2.4 Moldcell 1.5 Efes Vitanta Moldova Brewery 1.4 Orange 1.4 Moldtelecom 1.4 Unilever 1.2 Nestle 1.1 Kraft Foods Inc 1.1 Patria Knhoteatp 1.0 Mobias Banca 0.9 Source: AGB Moldova Top ten television product categories (2007) TV expenditure Category € (mill) Mobile communications 4.8 Shopping 3.4 Washing-up liquid 2.5 Bank operations 2.1 Beer 1.6 Entertainment 1.5 Coffee 1.3 Shampoo/soap 0.9 Conditioner 0.8 Chewing gum 0.7 Source: AGB Moldova Top television owners (2007) TV revenue Owner € (mill) PRIME SRL 10 NIT 2 Analitic Media 1 Dixi Media 1 Source: ZenithOptimedia

Top television sales houses (2007) TV revenue Sales house € (mill) Casa Media 13 Alkazar Media Services 1 Source: ZenithOptimedia

254 MOLDOVA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly Adult Full page Adult CPT Circulation readership B/W B/W Title (000s) (000s) MDL MDL (w) 554 317 16,527 40 Antenna (w) 52 301 18,532 40 Makler (Friday) (w) 28 259 5,815 22 Arguments and Facts (w) 21 201 9,664 42 New Time (w) 20 22 10,000 308 Chance (w) 17 118 2,000 13 Extra Class (w) 16 39 - - Makler (Tuesday) (w) 13 130 5,815 36 Trud 9w) 11 72 5,436 71 Logos Press (w) 10 58 7,250 82 Office (w) 8 14 4,216 119 Analitique (w) 8 3 4,025 563 Chisinau News (w) 6 60 10,400 144 Makler Thursday (d) 6 74 2,646 33 SunTV Programm (w) 5 46 - - Capital (w) 4 19 3,500 113 Source: TNS Moldova

Average CPT (b/w): MDL 64.2

Top ten newspaper owners (2006) Newspaper revenue Owner MDL (000s) Komsomolyskaya Pravda 5,833 Antenna 4,964 Makler 2,599 Arguments and Facts 2,443 SUN TV 1,177 Logos Press 1,140 TV Programe 1,062 СП 858 Saptamina 627 Chisinau News 609 Source: ZenithOptimedia

255 MOLDOVA: MAGAZINES

MAGAZINES

Magazines m=monthly Adult Full page Adult CPT bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) € € Banking (m) 11 34 700 21 Promo Plus (m) 10 9 413 46 Siesta Chisinau (m) 6 17 260 15 VIP Magazin (m) 4 54 600 11 Auto Expert (m) 4 17 633 37 Mobila & Design Interior (m) 4 21 700 33 Aquarelle (m) 3 79 660 8 Neorama (m) 3 10 513 51 Punkt (m) 3 6 1,162 194 Business Class (m) 3 20 700 35 Open Skies (bm) 3 2 1,200 600 Ostap (m) 2 6 350 58 Auto Market (m) - 18 700 39 Chef (m) - 3 - - Source: TNS Moldova Average CPT (colour): €29.3

Top ten magazine owners (2006) Magazine revenue Owner MDL Aquarelle 3,276,846 Profit 1,350,830 VIP Magazin 1,054,675 Siesta Chisinau 580,222 Auto Expert 460,350 Auto Market 416,027 Neorama 341,485 Promo Plus 259,891 Ostap 227,657 Viata Ta 187,363 Source: TNS Moldova, ZenithOptimedia estimates

256 MOLDOVA: RADIO

RADIO

Number of commercial radio stations: 24 Source: TNS Moldova

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) National Russkoie Radio music 1800-1900 32 342 0.1 HIT FM music 1800-1901 27 381 0.1 music 1200-1300 15 126 0.1 Main regional Auto Radio music 1100-1200 30 128 0.2 Retro FM music 1500-1600 36 142 0.3 music 1300-1400 15 135 0.1 Serebreanii Dojdi music 0900-1000 12 144 0.1 Kiss FM music 1700-1800 10 131 0.1 €pa + music 1700-1800 14 342 0.0 Source: ZenithOptimedia Average CPT: €0.1 Top ten radio owners (2006) Radio revenue Owner (MDL) Poli Disc 6,498,007 Dixi Media 5,325,038 €pa Plus 3,011,569 Auto Radio 2,285,058 Radio Noroc 1,936,008 Retro FM 1,911,656 Silver Rain 1,741,190 Kiss FM 1,477,373 Auto FM 1,473,315 Radio Moldova 1,436,786 Source: ZenithOptimedia

257 MOLDOVA: OUTDOOR/CINEMA

OUTDOOR Number of outdoor sites (2007): 2,450 Type, size and cost of sites (2007) Number of Cost per panel Type/size of display (m) sites per month (MDL) Billboard (3x6) 1,400 5,000 Light Box (1,20x1,80) 1,000 1,700 Brandmayer (20x12) 50 17,000 Source: ZenithOptimedia CINEMA Number of cinema screens (2007): 8 Source: ZenithOptimedia estimate Average cost of a 60 sec. spot per screen per week (2007): €350 Source: Cinema price lists Number of screens used in typical national campaign (2007): 5 Source: ZenithOptimedia estimate Cinema audience profile Age % 16-24 32.3 25-34 23.5 35-49 22.5 50+ 9.3 Sex % Male 47.0 Female 53.0 Class % A 57.3 B 29.8 C1 12.4 C2 0.5 Source: TNS Moldova

Top cinema owners (2006) Owner Patria Flacara Odeon Source: ZenithOptimedia

258 MOLDOVA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) (2006) Daily Weekly Monthly Television 19 40 90 Newspapers - - 84 Magazines - - 40 Radio - - 80 Outdoor - - 60 Source: ZenithOptimedia OVERALL Top overall Top ten overall product advertisers (2006) categories (2006) Media expenditure Media expenditure Advertiser MDL Category MDL Moldcell 21,700,560 Mobile telecoms 59,393,120 Procter & Gamble 20,435,591 Retail 30,360,881 Efes Vitanta Mold. Brewery 15,107,151 Beer 15,285,186 Voxtel 13,585,132 Banking 15,039,443 InterMobCom 11,807,584 Detergent 14,376,625 Kraft Foods 9,226,330 Culture/entertainment 14,262,892 Mobias Banka 7,126,705 Coffee 7,818,285 Context 6,929,233 TV 6,412,934 Henkel 6,076,856 Popular shows 5,711,436 Source: ZenithOptimedia Shampoo/soap 5,550,373 Source: ZenithOptimedia Top ten media Top owners (2006) sales houses (2006) Media revenue Media revenue Owner MDL Sales house MDL Media Satelite 187,012,860 Video International 241,959,392 Media Pro 42,602,584 Source: ZenithOptimedia Dixi Media 41,052,411 NIT 19,219,159 Public Broadcaster 10,184,905 Analitic Media Grup 10,151,126 Poli Disc 6,498,007 Komsomolyskaya Pravda 5,832,921 Antenna 4,964,109 Aquarelle 3,276,846 Source: ZenithOptimedia

259 POLAND: ECONOMIC DATA

POLAND ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 2.41 PLN at 2008 rate

Gross Domestic Product (PLN billion) at current prices 780 809 843 925 983 1,060 1,175 1,266 % change 4.7 3.7 4.3 9.7 6.4 7.8 10.9 7.7 at 2008 prices 915 931 964 1,020 1,062 1,132 1,227 1,266 % change -0.7 1.8 3.5 5.8 4.1 6.6 8.3 3.2

Gross Domestic Product per capita (PLN 000s) at current prices 20.3 21.1 22.0 24.2 25.7 27.8 30.8 33.2 at 2008 prices 23.8 24.3 25.2 26.7 27.8 29.7 32.2 33.2

Gross Domestic Product (US$ billion) at current prices 324 336 350 384 408 440 488 526 at 2008 prices 380 387 400 423 441 470 509 526

Gross Domestic Product per capita (US$ 000s) at current prices 8.4 8.8 9.1 10.0 10.7 11.5 12.8 13.8 at 2008 prices 9.9 10.1 10.5 11.1 11.5 12.3 13.4 13.8

Population Millions 38.4 38.3 38.3 38.2 38.2 38.2 38.1 38.1

Consumer Price Index 2008=100 85.2 86.8 87.5 90.6 92.6 93.6 95.8 100.0 % change 5.5 1.9 0.7 3.5 2.1 1.1 2.3 4.4

Ad.spend as a % of GDP 1.23 1.24 1.32 1.35 0.53 0.56 0.60 0.61

Advertising Expenditure Growth (%) at current prices 23.4 4.6 11.3 11.6 -57.8 11.9 19.2 10.5 at 2008 prices 17.0 2.6 10.5 7.7 -58.6 10.7 16.5 5.9 Source: IFS, ZenithOptimedia

260 POLAND: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in PLN million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 4,987 444 701 3,084 358 7 392 - 1999 6,823 823 969 4,046 435 14 536 - 2000 7,766 1,044 1,123 4,441 483 27 631 18 2001 9,584 1,084 1,254 6,046 572 48 555 24 2002 10,021 1,072 1,250 6,375 704 44 543 33 2003 11,152 1,531 1,433 6,600 872 99 566 50 2004 12,442 1,907 1,738 6,861 1,043 128 678 87 2005 5,256 710 833 2,603 435 53 474 148 2006 5,884 738 855 3,010 482 60 523 215 2007 7,015 760 893 3,528 499 72 670 593 2008 7,753 753 916 4,015 528 95 707 738 Advertising expenditure in PLN million at const. 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 7,289 650 1,025 4,508 523 11 573 - 1999 9,292 1,121 1,320 5,510 592 20 730 - 2000 9,615 1,292 1,391 5,498 597 34 781 22 2001 11,247 1,272 1,471 7,096 671 57 651 28 2002 11,540 1,235 1,439 7,342 810 50 625 38 2003 12,748 1,750 1,639 7,545 997 113 647 57 2004 13,729 2,104 1,918 7,570 1,151 142 748 96 2005 5,678 767 900 2,812 470 57 512 160 2006 6,285 789 913 3,215 515 64 559 230 2007 7,322 793 932 3,682 521 75 699 619 2008 7,753 753 916 4,015 528 95 707 738 Source: Expert Monitor, Media Watch, IAB Notes: 1. Before discounts to 2004, after discounts from 2005 2. Includes classified in 2003 and 2004, otherwise excludes 3. Excludes production costs 4. Excludes agency commission 5. Excludes self-promotion 6. From 2007, internet includes paid search and email marketing, as well as standard display

Main advertising restrictions Tobacco: Banned. Alcohol: Only beer, and this is restricted. Pharmaceutical: OTC only. Children's: Banned. Political: No restrictions.

261 POLAND: POPULATION

POPULATION

Land area (km²) 304,459 Capital city Warsaw Language Polish Currency Zloty (PLN) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 4,207 3,801 8,007 16-24 2,158 3,057 5,215 25-34 3,148 3,067 6,215 35-44 2,459 1,749 4,208 45-54 2,777 2,538 5,315 55-64 2,125 2,245 4,371 65+ 1,541 3,264 4,804 Total 18,415 19,721 38,136 Source: Central Statistical Office (December 2008)

Adult status Male Female Total (000s) (000s) (000s) AB 2,064 1,836 3,900 C1 1,344 2,017 3,360 C2 4,569 2,425 6,994 D 817 556 1,372 E1 2,913 4,073 6,986 E2 2,033 3,647 5,679 Total 13,738 14,553 28,292 Source: TGI SMG/KRC Millward Brown

Definition of status AB = managers and owners of private companies C1 = non-manual workers C2 = skilled and unskilled manual workers D = farmers E1 = retired E2 = students/unemployed/housekeepers/other

262 POLAND: TELEVISION

TELEVISION

Number of households: 14,317,780

Number of television households: 13,759,000 (96.1%)

Television homes with: Colour 99.9% VCR 33.6% DVD 48.3% Multiset 21.7% Cable (pass) 10.9% Cable (connection) - total 36.1% Satellite dish (DTH) - total 21.4% Digital satellite dish 22.5% Source: ES 2008

TV licence cost (per year, if any): PLN 204

Average minutes viewed per day per adult: 246

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial TVP2 99.9 22 876 TVP1 99.8 22 874 Polsat 95.2 24 160 TVP Info 94.7 21 667 TVN 88.4 24 1,432 TV CZTERY 74.0 24 178 TV Puls 69.5 23 1,095 TV Polonia 59.3 24 48 TVN 7 55.3 24 1,380 Tele 5 53.5 24 1,216 VIVA Polska 53.0 24 671 TVP Kultura 50.1 19 92 TVN24 49.8 24 653 TVN Style 48.8 23 503 Discovery 48.7 24 1,102 TVN Meteo 48.7 24 216 Mango24 48.4 24 - TVN Turbo 48.4 23 526

263 POLAND: TELEVISION

Main channels cont. Technical Daily Ad mins penetration hours of per Channel (%) transmission week TV5 47.9 - - 4fun.tv 46.5 24 916 Eurosport 46.2 18 - ITV 45.5 24 - CNN 43.9 - - Animal Planet 43.8 24 940 Polsat 2 43.4 24 1,297 Polonia 1 42.5 7 484 Discovery Science 42.2 16 940 Discovery World 41.7 - 1,013 Polsat Sport 41.0 19 899 AXN 40.2 24 1,193 Superstacja 39.1 - 976 Euronews 38.9 - - DW 37.4 - - TV Biznes 37.0 - - MTV 36.3 24 - BBC World 36.0 - - Fashion 35.1 24 - Jetix 34.3 18 353 Zone Club 33.9 24 682 VH1 33.4 24 - Cartoon Network/TCM 33.3 20 395 Kino Polska 33.3 21 778 Zone Reality 32.8 24 740 MiniMini 32.7 14 154 TVS 31.4 - 514 TVP Sport 30.3 - 112 Planete 29.0 23 357 France 24 Eng 27.9 - - ZDF 27.9 - - Source: AGB Nielsen Media Research

264 POLAND: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (PLN) (000s) (PLN) TVP1 1945-2000 49,377 4,239 11.6 TVP2 2015-2030 33,290 3,400 9.8 Polsat 2215-2230 38,328 2,250 17.0 TVP Info/TVP3 2145-2159 3,000 736 4.1 TVN 1915-1930 41,245 3,489 11.8 TV4 2200-2215 2,411 277 8.7 PULS 2030-2045 3,493 103 34.0 TV Polonia 2130-2145 1,125 82 13.8 TVN 7 2145-2200 2,142 273 7.8 Tele 5 2130-2145 955 49 19.5 VIVA Polska 1930-1945 2,028 55 36.6 TVP Kultura 2130-2145 506 29 17.7 TVN24 2245-2300 3,659 384 9.5 Discovery 2045-2100 1,292 58 22.5 TVS 1945-2000 567 24 23.8 4fun.tv 1845-1900 1,259 15 81.2 AXN 2230-2245 7,167 155 46.3 Animal Planet 2230-2245 693 39 17.6 Cartoon Network/TCM 2000-2015 2,522 98 25.7 Discovery World 2230-2245 600 23 26.1 Discovery Civilisation 2130-2145 435 8 57.6 Comedy Central 1845-1859 1,009 29 34.8 Hallmark 2145-2200 1,931 47 41.1 ITV 1845-1900 365 11 33.3 Jetix Play 1745-1800 800 11 74.7 Kino Polska 2045-2100 272 27 10.1 Ale Kino 2115-2130 665 39 17.1 MTV Polska 2130-2145 1,604 52 31.0 Movies 24 2115-2130 380 18 21.7 National Geographic 2130-2145 940 33 28.8 Planete 2200-2215 427 23 18.6 Polsat News 1900-1915 320 15 20.9 Polsat Sport 2130-2145 1,989 75 26.6 TVN Meteo 2130-2145 90 17 5.4 TVN Style 2200-2215 1,176 45 26.3 TVN Turbo 2245-2300 736 66 11.2 Zone Club 2230-2245 1,575 71 22.3 Zone Europa 2245-2300 632 24 25.9 Zone Reality 2230-2245 565 18 30.9 Source: AGB Nielsen Media Research

Average CPT (all commercial channels): PLN 12.9

265 POLAND: TELEVISION Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults PLN Commercial TVP1 22.6 23.0 1,478,142 TVP2 16.8 17.4 981,315 TVN 16.7 17.2 2,811,372 Polsat 15.4 15.1 2,736,097 TVP Info/TVP3 4.3 4.7 114,181 TVN24 2.7 3.0 196,829 TV4 1.8 1.8 251,281 TVN 7 1.6 1.7 168,398 MiniMini 1.0 0.5 78,378 Polsat2 0.8 0.8 79,077 PULS 0.8 0.8 270,995 Viva Polska 0.8 0.7 157,663 CN/TCM 0.7 0.4 110,330 TV Polonia 0.7 0.7 5,710 Jetix/FoxKids 0.7 0.3 124,741 AXN 0.6 0.6 285,444 Polsat Sport 0.6 0.6 151,364 Eurosport 0.5 0.6 0 Discovery 0.5 0.5 133,059 Disney Channel 0.5 0.2 0 TVN Style 0.4 0.4 57,372 MTV Polska 0.4 0.3 160,696 TVN Turbo 0.4 0.4 33,183 BBC CBeebies 0.4 0.2 0 Animal Planet 0.3 0.3 50,530 Tele5 0.3 0.3 82,595 Hallmark 0.3 0.3 98,410 Ale Kino 0.2 0.3 21,396 National Geographic 0.2 0.3 83,943 Kino Polska 0.2 0.2 29,611 Comedy Central 0.2 0.2 71,425 Superstacja 0.2 0.2 59,002 Boomerang 0.2 0.1 7,971 Discovery Science 0.2 0.2 55,299 Polsat Sport Extra 0.2 0.2 22,774 Planete 0.2 0.2 9,591 Zone Club 0.2 0.2 45,684 4fun.tv 0.2 0.2 123,730 Discovery World 0.2 0.2 38,348 Zone Europa 0.2 0.2 24,170 ZigZap/Hyper/MiniMax 0.2 0.1 25,933 Canal+ 0.1 0.1 8,145 TVP Kultura 0.1 0.2 3,899 Foxlife 0.1 0.1 68,568 Movies 24 0.1 0.1 17,434 Canal+ Sport 0.1 0.1 11,783 MTV Classic/VH1 Polska 0.1 0.1 76,482 Zone Reality 0.1 0.1 31,520 TVN Meteo 0.1 0.1 3,072 Source: AGB Nielsen Media Research

266 POLAND: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR Euro 2008 /Poland Polsat 30.1 Euro 2008 Austria/Poland Polsat 30.0 M Jak Milosc TVP2 29.7 Euro 2008 Poland/Croatia Polsat 25.8 Euro 2008 Spain/Germany Polsat 23.6 Teleexpress TVP1 22.8 Na Dobre I Na Zle TVP2 22.3 Ranczo TVP1 21.9 Telekamery Teletygodnia 2008 - Wieczor Galowy TVP2 21.5 Ojciec Mateusz TVP1 21.4 Source: AGB Nielsen Media Research

267 POLAND: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser PLN (mill) Category PLN (mill) Unilever 521.6 Food 2,132.8 Procter & Gamble 447.0 Hygiene/body care 1,426.2 Polkomtel 290.7 Telecommunications 1,353.4 PTK Centertel 273.2 Finance 1,158.5 L'Oréal 270.4 Medicine/health 1,057.8 Nestlé 260.6 Beverages/alcohol 761.3 Polska Telefonia Cyfrowa 253.9 Media/books/CDs/DVDs 631.0 US Pharmacia 229.5 Trade 583.1 Danone 214.7 Vehicles 463.4 Reckitt Benckiser 184.9 Household cleaning 424.4 Source: Expert Monitor Source: Expert Monitor

Top ten television owners (2008) TV revenue Owner PLN (mill) Polsat 3,427.2 ITI Holdings 3,274.4 2,615.9 HBO Polska 281.9 MTV Networks 229.3 Discovery Communications 183.2 Canal+ Cyfrowy 154.8 Viva Fernsehen 148.8 4fun.tv 127.6 Walt Disney 123.0 Source: Expert Monitor

268 POLAND: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly s=supplement N=National Adult Full page Adult CPT R=Regional F=Free Circulation readership Colour Colour Title (000s) (000s) PLN PLN Metro (d, N, F) 496 1,150 10,758 9.4 Fakt (d, N) 495 2,411 18,835 7.8 Gazeta Wyborcza (d, N) 394 1,982 9,816 5.0 Echo Miasta (d, N, F) 357 608 16,932 27.8 Super Express (d, N) 204 943 27,967 29.7 Rzeczpospolita (d, N) 136 727 20,679 28.4 Dziennik Polska Europa Świat (d, N) 107 641 41,614 64.9 Gazeta Pomorska (d, R) 82 352 5,560 15.8 Polska Dziennik Zachodni (d, R) 82 337 5,539 16.4 Gazeta Prawna (d, N) 77 406 39,369 97.0 Przegląd Sportowy (d, N) 64 529 25,712 48.6 Nowości – Dziennik Toruński (d, R) 56 92 5,243 57.0 Express Ilustrowany (d, R) 52 157 15,672 99.8 Polska Głos Wielkopolski (d, R) 51 210 5,659 26.9 Polska Dziennik Bałtycki (d, R) 50 189 6,597 34.9 Polska Dziennik Łódzki (d, R) 46 165 12,749 77.3 Gazeta Lubuska (d, R) 45 217 8,930 41.2 Dziennik Polski (d, R) 43 198 10,148 51.3 Głos-Dziennik Pomorza (d, R) 42 239 8,945 37.4 Echo Dnia (d, R) 37 189 7,842 41.5 Gazeta Podatkowa (d, N) 37 191 22,400 117.3 Polska Gazeta Wrocławska (d, R) 34 125 6,180 49.4 Nowiny (d, R) 31 161 15,379 95.5 Polska Gazeta Krakowska (d, R) 30 176 4,179 23.7 Gazeta Olsztyńska (d, R) 30 131 6,467 49.4 Nowa Trybuna Opolska (d, R) 29 176 5,643 32.1 Kurier Szczeciński (d, R) 24 113 18,330 162.2 Express Bydgoski (d, R) 21 108 4,899 45.4 Polska Kurier Lubelski (d, R) 19 63 3,978 63.1 Anonse (wyd. kujawsko-pomorskie) (d, R) 19 105 - - (d, N) 18 66 28,446 431.0 Super Nowości (d, R) 15 91 9,259 101.8 Gazeta Współczesna (d, R) 15 122 4,950 40.6 Anonse (wyd. lubelskie) (d, R) 15 128 - - Kurier Poranny (d, R) 15 75 4,068 54.2 Dziennik Wschodni (d, R) 14 87 11,581 133.1 Polska Metropolia Warszawska (d, R) 12 20 9,575 478.7 Anonse (wyd. świętokrzyskie) (d, R) 12 78 - - Parkiet Gazeta Giełdy (d, N) 10 39 10,014 256.8 Anonse (wyd. podkarpackie) (d, R) 10 90 - -

269 POLAND: NEWSPAPERS

Newspapers cont. d=daily w=weekly s=supplement N=National Adult Full page Adult CPT R=Regional F=Free Circulation readership Colour Colour Title (000s) (000s) PLN PLN Anonse (wyd. radomskie) (d, R) 10 61 - - Życie Warszawy (d, R) 8 51 7,736 151.7 Oferta (d, R) 738-- Giełda Samochodowa (d, R) 5 184 - - Polska Mazowsze (d, R) 35-- Polska Gazeta Opolska (d, R) 2 16 2,004 125.3 Polska Lubuskie (d, R) 13-- Polska Rzeszów (d, R) 13-- Polska Kujawy (d, R) 16-- Polska Szczecin (d, R) 13-- Polska Kielce (d, R) 11-- Polska Białystok (d, R) 13-- Polska Olsztyn (d, R) 16-- Polska Koszalin (d, R) 1--- Tele Program (w, s) - 2,174 - - Fakt TV (w, s) - 1,621 76,919 47.5 Tele Magazyn (w, s) - 1,586 - - Gazeta Telewizyjna (w, s) - 1,489 60,579 40.7 Wysokie Obcasy (w, s) - 1,301 - - TV Pilot (w, s) - 289 - - Tempo TV (w, s) - 222 - - Anonse (wyd. pomorskie) (d, R) - 67 - - Source: ZKDP, PBC, Expert Monitor

Average CPT (B/W): PLN 37.0

270 POLAND: NEWSPAPERS

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser PLN (mill) Euro-Net Warszawa 68.3 Reklama Wspólna 68.3 Metro Group 51.0 Polska Telefonia Cyfrowa 49.8 PTK Centertel 24.7 PKO BP 23.3 Citroen 23.0 P4 22.2 Polkomtel 21.4 Fiat 19.2 Source: Expert Monitor

Top ten newspaper owners (2008) Newspaper revenue Owner PLN (mill) Agora 761.4 Axel Springer 403.9 Polskapresse 229.5 Presspublica 171.6 Murator 97.0 Media4mat 58.2 Infor 38.5 Express Media 34.5 Bonnier Business 32.2 Jagiellonia 29.3 Source: Expert Monitor

271 POLAND: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) PLN PLN IT PC Format (m) 131 622 19,948 32.1 Entertainment/hobbies Działkowiec (m) 144 1,083 13,111 12.1 Detektyw (m) 134 - - - Home/garden Cztery Kąty (m) 116 1,591 40,933 25.7 Auto Reader's Digest Przegląd - Edycja Polska (m) 117 412 48,251 117.1 Auto Świat (w) 111 1,385 40,178 29.0 Motor (w) 102 657 33,274 50.6 Parenting Mamo, to Ja (m) 103 1,004 34,085 33.9 Popular science Focus Poznać i Zrozumieć Świat (m) 122 1,281 37,473 29.3 Religion Gość Niedzielny (w) 129 750 23,894 31.9 Economics/current affairs Tygodnik Angora (w) 300 1,708 71,141 41.7 Polityka (w) 151 1,214 79,935 65.8 Newsweek Polska (w) 122 1,427 83,464 58.5 Wprost (w) 110 1,440 85,423 59.3 Teenage Przyjaciółka (w) 276 2,486 71,030 28.6 Bravo (f) 237 574 42,188 73.5 Bravo Girl (f) 163 289 24,355 84.3 Twist (m) 162 160 23,014 143.8 Bravo Sport (f) 129 381 16,119 42.3 Dziewczyna (m) 120 335 25,021 74.7 Popcorn (m) 119 300 20,597 68.7 TV listings Tele Tydzień (w) 1,191 7,629 94,860 12.4 To & Owo (w) 475 1,555 27,662 17.8 Magazyn Telewizyjny Kurier TV (w) 316 960 20,540 21.4 Tele Max (w) 304 376 17,068 45.4 Super TV (w) 297 808 18,183 22.5 Tele Świat (w) 242 1,828 27,310 14.9 Świat Seriali (f) 206 621 12,112 19.5 Imperium TV (w) 149 399 12,955 32.5 Program TV (w) 125 - 16,518 -

272 POLAND: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) PLN PLN Women's Przyślij Przepis (m) 866 372 24,574 66.1 Życie na Gorąco (w) 687 3,527 70,023 19.9 Dobre Rady (m) 496 1,321 53,643 40.6 Kobieta i Życie (m) 478 856 47,625 55.6 Party Życie Gwiazd (f) 478 787 54,654 69.4 Świat Kobiety (m) 455 1,245 66,689 53.6 Show (f) 449 264 47,996 181.8 Poradnik Domowy (m) 433 1,658 64,272 38.8 Claudia (m) 367 2,035 110,209 54.2 Tina (w) 355 2,564 57,172 22.3 Chwila dla Ciebie (w) 340 2,813 52,155 18.5 Twoje Imperium (w) 337 1,324 31,068 23.5 Rewia (w) 322 778 30,571 39.3 Olivia (m) 310 1,307 79,973 61.2 Z Życia Wzięte (f) 282 1,822 27,848 15.3 Twój Styl (m) 261 2,045 79,028 38.6 (w) 250 2,525 61,717 24.4 Świat & Ludzie (w) 228 474 20,835 44.0 Pani Domu (w) 214 2,572 71,401 27.8 Viva (f) 212 1,613 59,843 37.1 Joy (m) 204 534 67,225 125.9 Na Żywo (w) 203 921 24,868 27.0 Avanti (m) 175 872 60,401 69.3 Sukcesy i Porażki (f) 159 710 14,328 20.2 Takie jest Życie (w) 139 754 10,904 14.5 Cosmopolitan (m) 137 602 58,944 97.9 Bella Relaks (w) 134 319 14,063 44.1 Glamour (m) 128 678 57,857 85.3 Fun Club (m) 128 51 17,132 335.9 Gala (w) 112 1,314 50,827 38.7 In Style - Edycja Polska (m) 111 161 40,447 251.2 Pani (m) 106 663 39,335 59.3 Source: ZKDP, PBC, Expert Monitor

Average CPT (Colour): PLN 36.2

273 POLAND: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser PLN (mill) Category PLN (mill) L'Oréal 77.8 Healthcare 187.4 Unilever 76.7 Transport 178.6 Procter & Gamble 41.3 Telecommunications 134.1 CT Creative Team 40.8 Phone services 115.6 Polska Telefonia Cyfrowa 38.1 Clothes 101.3 Aflofarm 32.1 Face care 92.2 Nestlé 29.5 Building materials 88.4 Emisja 29.4 Banks 80.5 PTK Centertel 24.4 Wholesalers/shops 69.8 Kulczyk Tradex 20.8 Books/publishers 64.2 Source: Expert Monitor Source: Expert Monitor

Top ten magazine Top magazine owners (2008) sales houses (2008) Magazine revenue Sales house Owner PLN (mill) Mediatak Wydawnictwo Bauer 458.1 CR Media Edipresse 314.4 Source: Expert Monitor Gruner & Jahr 234.1 *These two brokers specialize in regional and local press Marquard Media 206.5 Most of the publishers have their own broker houses Axel Springer 198.8 Agora 155.5 Polityka Spółdzielnia Pracy 115.6 Murator 103.7 Wprost Agencja 99.7 Hachette Filipacchi Burda 88.3 Source: Expert Monitor

274 POLAND: RADIO

RADIO

Number of radio households: 13,128,009 (91.7%) Source: SMG/KRC Millward Brown

Number of commercial radio stations: 250 Source: SMG/KRC Millward Brown

Average daily listening minutes per adult: 278 Source: SMG/KRC Millward Brown

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (PLN) (000s) (PLN) National Radio RMF FM AC 1000-1030 10,143 2,501 4.1 Radio Zet AC 1000-1029 8,314 1,979 4.2 PR-3 talk/music 1000-1029 2,486 616 4.0 PR-1 talk/music 0800-0900 3,786 1,792 2.1 PR-2 classical music 0900-1030 300 90 3.3 PR Euro (BIS) alternative 1200-1300 354 32 11.1 Local Radio Wawa Polish music 1100-1359 609 88 6.9 Radio TOK FM news/talk 0800-0859 907 223 4.1 ESKA net CHR 1200-1259 4,714 890 5.3 Audytorium 17 talk/music 1000-10.29 3,462 621 5.6 ZŁOTE PRZEBOJE net oldies 1000-1029 4,186 361 11.6 RADIO Plus net soft AC 10.30-1159 832 122 6.8 Roxy FM net soft rock 1100-1129 1,004 31 32.4 Planeta net dance 1400-1429 1,000 166 6.0 RMF MAXXX net CHR 1315-14.29 1,487 459 3.2 VOX FM net oldies 1000-1029 500 103 4.9 RMF Classic net classical music 1300-1359 643 56 11.5 ESKA ROCK net rock 1500-1544 1,114 143 7.8 Chilli ZET chillout 1300 -14.14 678 75 9.0 Source: SMG/KRC Millward Brown, Eurozet

Average CPT (all commercial stations): PLN 4.5

275 POLAND: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser PLN (mill) Category PLN (mill) Aflofarm 84.5 Healthcare products 216.2 Metro Group 77.4 Department stores/retail chains 193.6 Euro-Net Warszawa 59.0 Transport 188.9 Unilever 44.2 Telecommunications 148.9 Polkomtel 43.1 Wholesalers/shops 121.7 Glaxosmithkline 41.5 Books/publishers 117.1 PTK Centertel 35.3 Banks 98.7 Totalizator Sportowy 34.1 Radio/TV stations 68.2 Polska Telefonia Cyfrowa 30.3 Education 64.9 Renault 23.7 Culture 59.1 Source: Expert Monitor Source: Expert Monitor

Top ten radio owners (2008) Radio revenue Owner PLN (mill) Eurozet 572.8 Grupa RMF 538.9 Grupa Radiowa Time 474.4 Agora 256.9 174.1 Awim Mediabank 15.5 Muzyczne Radio 14.8 Radio Parada 10.0 Classic Fm Łódź 8.1 MFM 8.1 Source: Expert Monitor

276 POLAND: OUTDOOR

OUTDOOR

Number of outdoor sites: 104,397

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (PLN) Small format vehicles 35,587 - Standard billboards 12 m² 27,732 6,726 CLP 20,755 8,545 Frontlight 6 x 3 m 14,185 15,717 Backlight 6 x 3 m 985 14,099 Frontlight 12 x 4 m 1,008 25,478 Frontlight 12 x 3 m 801 25,478 Other vehicles 870 - Backlight scroll 9 m² 1,924 14,290 Backlight 8 x 4 m 448 10,596 Othel lightened vehicles 102 - Source: Expert Monitor, IGRZ

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser PLN (mill) Agora 65.5 Polska Telefonia Cyfrowa 61.9 Metro Group 49.6 PTK Centertel 48.1 Polkomtel 39.1 Unilever 31.5 P4 28.3 Kompania Piwowarska 23.9 Reklama Wspólna 19.9 Suzuki 19.3 Source: Expert Monitor

277 POLAND: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category PLN (mill) Telecommunications 191.6 Department stores/retail chains 103.4 Transport 71.3 Radio/TV stations 64.0 Books/publishers 61.6 Clothes 50.5 Banks 42.2 Culture 41.9 Shopping centres 41.0 Beer 34.5 Source: Expert Monitor

Top ten outdoor contractors (2008) Outdoor revenue Contractor PLN (mill) AMS 350.6 Stroer 241.8 Cityboard Media 195.7 Clear Channel 129.4 News Outdoor 127.7 Gigaboard 9.2 Hator 8.3 City Service 7.9 Euroawk 6.9 Ruch 6.8 Source: Expert Monitor

278 POLAND: CINEMA

CINEMA

Number of cinema screens: 1,018 Source: NAM

Average cost of a 60 sec. spot per screen per week: PLN 436 Source: NAM

Average CPT: PLN 230

Number of screens used in typical national campaign: 356 Source: NAM

Trend in admissions Admissions Gross takings (mill) PLN (mill) 2002 25.6 345.1 2003 23.5 324.5 2004 33.4 465.8 2005 24.0 334.7 2006 32.0 460.6 2007 32.6 477.3 2008 33.7 502.8 Source: NAM

Cinema audience profile Age % 16-24 34.4 25-34 25.1 35-49 22.3 50+ 18.2 Sex % Male 45.9 Female 54.1 HH income per month (PLN) % <1,000 6.2 1,001-1,400 5.5 1,401-2,000 19.5 2,001-2,500 10.4 >2,500 58.4 Source: TGI (SMG/KRC Millward Brown)

279 POLAND: CINEMA

Top ten films (2008) Admissions Film tickets (mill) Lejdis 2.5 Nie Kłam, Kochanie 1.4 Kung Fu Panda 1.2 Mamma Mia! 1.1 Świadectwo 1.0 Indiana Jones 4 0.9 To Nie Tak Jak Myślisz Kotku 0.8 Opowieści Z Narnii 2 0.8 Quantum Of Solace 0.8 Piorun 0.7 Source: New Age Media

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser PLN (mill) Category PLN (mill) Nestlé 34.7 Telecommunications 47.6 Coca-Cola 23.5 Chocolate 36.7 Ferrero 16.3 Carbonated soft drinks 22.9 Polska Telefonia Cyfrowa 13.7 Coffee 20.5 Telekomunikacja Polska 12.6 Transport 15.8 Unilever 12.5 Beer 13.8 PTK Centertel 10.3 Banks 13.8 Grupa Żywiec 10.1 Mobile phones 13.5 Storck Polska 8.7 Catering 11.8 Red Bull 7.7 Powdered food 11.4 Source: Expert Monitor Source: Expert Monitor Top ten cinema Top cinema owners (2008) sales houses (2008) Cinema revenue Cinema revenue Owner PLN (mill) Sales house PLN (mill) Cinema City 161.1 New Age Media 294.5 Multikino 93.6 Multikino 119.9 Helios 41.9 Best Marketing Promotion Agency 2.5 Silver Screen 25.4 Source: Expert Monitor Arkadia 22.5 Kinoplex 18.5 Kinepolis 16.3 Manufaktura 12.2 Silesia 10.3 Gliwice 5.5 Source: Expert Monitor

280 POLAND: INTERNET

INTERNET

Adult internet users: 12,608,998 (41.9%) Adult internet users with home broadband: 10,843,738 (36.0%) Typical monthly cost of internet access: PLN 65 Average minutes spent online Per day Adults Total 90 Source: Megapanel Gemius/PBI 12.2008 Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (PLN) nasza klasa Banner 5-66 gry Billboard 10-198 allegro Video 28-363 youtube Toplayer 22-490 onet Brandmark 22-490 mapa Rectangle 19-315 program tv Skyscraper 13-290 forum Double billboard 17.5-260 warszawa Source: Portals & Ad Network Price lists praca Source: marketinglab.pl Internet user profile Age % 16-24 29.4 25-34 24.3 35-54 27.1 55-64 5.9 65+ 1.1 Sex % Male 49.3 Female 50.7 Income (PLN per month) % <1,000 7.4 1,001-1,200 2.1 1,201-1,400 3.7 1,401-1,600 4.3 1,601-1,800 3.6 1,801-2,000 5.1 2,001-2,500 3.4 2,501-3,000 4.4 3,001-4,000 2.3 4,001-5,000 1.0 >5,000 0.9 no answer 30.4 refusal 31.5 Source: Megapanel Gemius/PBI 12.2008

281 POLAND: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Real users Site per month Search engine per month Google 13,343,498 Google.pl 12,795,234 Onet.pl 9,541,016 szukacz.pl 789,613 Wirtualna Polska 8,571,114 ask.com 689,751 nasza-klasa.pl 8,410,738 mywebsearch.com 633,344 Allegro.pl 8,108,961 filestube.com 276,986 .PL 7,497,929 myglobalsearch.com 238,143 o2.pl 7,405,572 netsprint.pl 215,527 Gazeta.pl 6,926,703 information.com 175,711 youtube.com 6,910,240 knowledgestorm.com 122,731 wikipedia.org 6,068,858 starpulse.com 76,989 Source: Megapanel Gemius/PBI 12.2008 Source: Megapanel Gemius/PBI 12.2008 Top internet product Top ten internet categories (2008) owners (2008) Category Owner Telecommunications ITI - Onet Media & entertainment France Telecom - WP Finances Broker FM - Interia Auto Agora - Gazeta FMCG O2 - private user Source: Zed Digital esimations Google Naspers - Gadu Gadu Network, Allegro ARBOmedia AG - ArboInteractive Forticom - Nasza-Klasa Internet Group - Adnet Source: Zed Digital esimations

282 POLAND: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 71.4 89.4 96.1 Newspapers 34.5 59.1 - Magazines - 68.8 52.0 Radio 76.5 95.6 - Outdoor - 74.1 - Cinema - 0.2 5.8 Internet 30.1 40.1 42.2 Source: ZenithOptimedia OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser PLN (mill) Category PLN (mill) Unilever 699.8 Telecommunications 1,801.8 Procter & Gamble 516.3 Healthcare products 1,493.2 Polska Telefonia Cyfrowa 447.7 Banks 1,066.9 Polkomtel 420.0 Transport 1,006.1 PTK Centertel 416.1 Department stores/retail chains 838.3 L'Oréal 366.6 Books/publishers 630.7 Nestlé 332.4 Chocolate 494.9 Metro Group 276.4 Wholesalers/shops 483.5 Danone 231.6 Milk products 441.7 US Pharmacia 231.1 Insurance 438.3 Source: Expert Monitor Source: Expert Monitor Top ten media owners (2008) Media revenue Owner PLN (mill) Polsat 2,884.9 Telewizja Polska 2,745.1 Iti Holdings 2,544.0 Agora 1,024.4 Axel Springer 565.3 Eurozet 430.4 Grupa Rmf 428.5 Grupa Radiowa Time 397.7 Wydawnictwo Bauer 383.6 AMS 298.1 Source: Expert Monitor

283 ROMANIA: ECONOMIC DATA

ROMANIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 2.52 Lei (RON) at 2008 rate

Gross Domestic Product (Lei billion) at current prices 116.8 151.5 197.6 246.5 288.2 344.5 404.7 493.5 % change 45.3 29.7 30.4 24.8 16.9 19.6 17.5 21.9 at 2008 prices 242.3 256.5 290.4 323.7 347.3 389.6 436.5 493.5 % change 8.0 5.9 13.2 11.5 7.3 12.2 12.0 13.1

Gross Domestic Product per capita (Lei) at current prices 5,300 6,907 9,050 11,342 13,317 15,995 18,868 23,105 at 2008 prices 10,999 11,698 13,301 14,897 16,048 18,089 20,348 23,105

Gross Domestic Product (US$ million) at current prices 46,355 60,133 78,430 97,844 114,401 136,775 160,663 195,918 at 2008 prices 96,191 101,839 115,270 128,509 137,864 154,675 173,265 195,918

Gross Domestic Product per capita (US$) at current prices 2,104 2,742 3,593 4,503 5,287 6,350 7,490 9,172 at 2008 prices 4,366 4,644 5,280 5,914 6,371 7,181 8,078 9,172

Population Millions 22.0 21.9 21.8 21.7 21.6 21.5 21.5 21.4

Consumer Price Index 2008=100 48.2 59.0 68.0 76.1 83.0 88.4 92.7 100.0 % change 34.5 22.5 15.2 11.9 9.0 6.6 4.9 7.8

Ad.spend as a % of GDP 0.29 0.27 0.26 0.30 0.31 0.34 0.36 0.41

Advertising Expenditure Growth (%) at current prices 24.0 20.7 23.0 44.6 21.8 31.3 24.6 36.3 at 2008 prices -7.8 -1.5 6.7 29.2 11.8 23.2 18.8 26.4 Source: IFS, ZenithOptimedia

284 ROMANIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 215.5 40.0 15.9 130.9 7.2 4.5 17.0 - 1999 125.2 16.0 10.0 80.0 4.0 0.2 15.0 - 2000 127.7 20.0 11.0 76.0 4.5 0.2 16.0 - 2001 118.3 18.0 11.0 70.0 5.0 0.3 14.0 - 2002 125.5 20.0 12.0 75.0 6.0 0.5 12.0 - 2003 153.7 22.0 14.0 100.0 6.5 0.7 10.0 0.5 2004 226.0 34.3 26.2 127.9 14.1 1.8 20.1 1.6 2005 308.4 34.4 32.9 188.3 20.0 2.3 27.7 2.8 2006 419.9 37.8 44.1 265.5 28.0 2.9 36.0 5.6 2007 602.9 44.4 58.9 390.0 34.8 3.4 53.9 17.5 2008 795.6 57.1 59.3 515.1 48.4 3.9 83.1 28.7 Source: AGB Data Research, Alfacont SRL, industry sources Notes: 1. Before discounts to 1998; after discounts from 1999 2. Excludes classified 3. Excludes production costs 4. Excludes agency commission 5. Internet includes all forms of paid advertising (banners, skyscrapers etc.)

Main advertising restrictions Tobacco: Banned. Alcohol: Only after 2200 on TV; must carry health warnings. Pharmaceutical: OTC only. Children's: No restriction. Political: Pre-election regulated by CNA.

285 ROMANIA: POPULATION

POPULATION

Land area (km²) 230,340 Capital city Language Romanian Currency Lei Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 1,249 1,212 2,461 16-24 1,266 1,210 2,476 25-34 1,385 1,340 2,725 35-44 1,458 1,424 2,882 45-54 1,335 1,539 2,874 55-64 1,449 1,639 3,088 65+ 1,434 1,797 3,231 Total 9,576 10,161 19,737 Source: GfK Romania

Status Male Female Total (000s) (000s) (000s) AB 1,332 1,377 2,709 C1 577 619 1,196 C2 2,905 3,347 6,252 D 1,950 1,809 3,759 E 2,812 3,009 5,821 Total 9,328 10,161 19,737 Source: GfK Romania

Definition of status (household adults) AB = managerial C1 = skilled non-manual/high-level education C2 = skilled manual/non-manual, medium-level education D = unskilled E = low-level education

286 ROMANIA: TELEVISION

TELEVISION

Number of households: 7,320,202

Number of television households: 7,105,178 (97.1%)

Television homes with: Colour 97.9% VCR 3.1% DVD 20.2% Cable (connection) - total 75.0% Digital cable with receiver 3.8% DTH - total 22.6% Source: GFK Establishment Survey No TV licence fee Average pay-TV subscription cost Average monthly subscription RON Cable (analogue) 25 Cable (digital) 30 DTH (analogue) 20 DTH (digital) 35 IPTV 35 Source: Suppliers Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Public TVR 1 99.2 24 1,344 TVR 2 95.8 24 1,344 TVR Cultural 70.4 24 1,344 Commercial Acasa 90.1 24 2,016 Animal Planet* 81.0 24 2,016 Antena 1 93.7 24 2,016 Antena 2 81.2 24 2,016 Antena 3 81.6 24 2,016 AXN 61.8 24 2,016 B1TV 82.6 24 2,016 Cartoon Network/TCM 69.6 24 2,016

287 ROMANIA: TELEVISION

Main channels cont. Technical Daily Ad mins penetration hours of per Channel (%) transmission week Discovery 75.7 24 2,016 Jetix/Disney Channel 58.6 24 2,016 ETNO 81.9 24 2,016 Euforia 65.6 24 2,016 Eurosport 74.6 24 2,016 Favorit TV 75.1 24 2,016 gspTV 33.8 24 2,016 Hallmark 61.4 24 2,016 Kanal D 82.8 24 2,016 Kiss TV 54.4 24 2,016 MGM 29.8 24 2,016 Minimax/A+ 50.9 24 2,016 Movies 24 22.5 24 2,016 MTV Ro 56.3 24 2,016 N24 72.7 24 2,016 National Geographic 73.2 24 2,016 National TV 85.8 24 2,016 OTV 88.2 24 2,016 Prima TV 91.6 24 2,016 Pro Cinema 75.1 24 2,016 Pro TV 93.6 24 2,016 Realitatea TV 89.0 24 2,016 Romantica 63.7 24 2,016 Sport Klub 41.7 24 2,016 Sport.ro 63.8 24 2,016 Taraf TV 66.8 24 2,016 TeleSport 54.8 24 2,016 U TV 42.6 24 2,016 Zone Reality 41.4 24 2,016 Source: TNS-AGB * Animal Planet started November 2008

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € Acasa 1800-2300 1,463 521 2.8 Animal Planet 2000-2500 - 9 - Antena 1 1900-2400 2,000 707 2.8 Antena 2 1900-2400 172 65 2.6 Antena 3 1800-2400 192 147 1.3 AXN 2000-2400 374 40 9.3

288 ROMANIA: TELEVISION

Cost/audience cont. Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € B1TV 2000-2400 1,145 114 10.0 Cartoon Network/TCM 1900-2200 108 61 1.8 Discovery 2000-2500 482 39 12.3 Jetix/Disney Channel 1400-1800 175 34 5.1 ETNO 1900-2400 615 90 6.8 Euforia 1800-2400 134 29 4.6 Eurosport 2000-2400 - 45 - Favorit TV 1900-2400 509 98 5.2 gspTV 1900-2400 0 24 0.0 Hallmark 1900-2600 546 53 10.3 Kanal D 1800-2400 1,695 262 6.5 Kiss TV 1900-2400 217 15 14.5 MGM 1900-2400 280 10 28.0 Minimax/A+ 1400-1800 65 61 1.1 Movies 24 1900-2400 - 6 - MTV Ro 1900-2400 224 13 17.2 N24 1900-2400 1,226 35 35.0 National Geographic 1900-2400 205 29 7.1 National Geographic Wild 1900-2400 - 2 - National TV 1900-2400 1,383 168 8.2 OTV 2000-2600 839 359 2.3 Prima TV 1800-2400 1,497 320 4.7 Pro Cinema 1900-2400 217 79 2.7 Pro TV 1900-2400 2,069 901 2.3 Realitatea TV 1800-2400 1,009 229 4.4 Romantica 1730-2300 877 27 32.5 Sport Klub 1800-2300 261 9 29.0 Sport.ro 1900-2400 210 85 2.5 Taraf TV 2100-2500 - 45 - TeleSport 1900-2400 263 25 10.5 TVR 1 1900-2400 1,765 385 4.6 TVR 2 1900-2400 983 121 8.1 TVR Cultural 1900-2400 132 16 8.2 U TV 1900-2400 69 10 6.9 Source: GfK Romania

Average CPT (all commercial channels): €4.5

289 ROMANIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (000s) Public TVR 1 5.1 5.5 292,533 TVR 2 2.0 2.1 205,270 TVR Cultural 0.3 0.3 12,137 Commercial Acasa 7.7 7.3 434,126 Animal Planet 0.2 0.2 6,785 Antena 1 9.1 9.6 669,571 Antena 2 0.8 0.9 46,560 Antena 3 2.6 2.9 94,366 AXN 0.6 0.7 120,249 B1TV 1.3 1.4 279,172 Cartoon Network/TCM 2.3 1.3 22,871 Discovery 0.7 0.7 156,424 Jetix/Disney Channel 1.8 0.9 24,286 ETNO 1.9 1.9 78,758 Euforia 0.5 0.5 99,900 Eurosport 0.7 0.8 0 Favorit TV 1.4 1.5 95,221 gspTV 0.3 0.3 16,185 Hallmark 0.9 1.0 112,571 Kanal D 3.9 4.0 658,032 Kiss TV 0.5 0.4 94,693 MGM 0.2 0.2 29,751 Minimax/A+ 1.9 1.2 12,552 Movies 24 0.1 0.1 26,516 MTV Ro 0.3 0.3 138,117 N24 0.7 0.7 565,134 National Geographic 0.5 0.6 92,110 National TV 2.5 2.6 685,343 OTV 4.0 4.3 188,149 Prima TV 4.3 4.4 431,348 Pro Cinema 1.2 1.2 59,154 Pro TV 12.8 13.3 650,881 Realitatea TV 4.7 5.2 448,390 Romantica 0.4 0.4 417,019 Sport Klub 0.1 0.1 1,969 Sport.ro 1.6 1.6 38,018 Taraf TV 2.0 1.7 18,337 TeleSport 0.4 0.4 23,911 U TV 0.3 0.3 35,503 Zone Reality 0.2 0.2 20,225 Source: GfK Romania (figures by ratecard)

290 ROMANIA: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR Euro 2008 - Italy v. Romania TVR 1 27.4 Euro 2008 - Italia v. Romania (2nd Half) TVR 1 25.9 Euro 2008 - Netherlands v. Romania (1st Half) TVR 1 25.9 Euro 2008 - Netherlands v. Romania (2nd Half) TVR 1 25.1 World Cup qualifiers: Romania v. France (1st Half) Antena 1 24.3 World Cup qualifiers: Romania v. France Antena 1 24.2 Euro 2008 - Netherlands v. Romania TVR 1 24.1 Euro 2008 - Romania v. Franta (2nd Half) TVR 1 23.8 Euro 2008 - Italy v. Romania TVR 1 22.8 World Cup qualifiers: Romania v. France (2nd Half) Antena 1 22.6 Source: GfK Romania

291 ROMANIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 503.6 Mobile communication services 434.2 L'Oréal 328.7 Cars 367.1 Unilever 321.5 Beer/alcohol-free beer 334.1 European Drinks 313.3 Carbonated drinks 293.3 Kraft 246.6 Yoghurts 221.7 Reckitt Benckiser 168.4 Washing powders 168.0 Vodafone 159.5 Mineral water 165.5 Danone 154.6 Banking/finance 155.4 Henkel 151.0 Skincare 155.1 Nestlé 136.4 Newspapers 151.3 Source: GfK Romania (figures by ratecard) Source: GfK Romania (figures by ratecard)

Top ten television Top ten television owners (2008) sales houses (2008) TV revenue TV revenue Owner € (mill) Sales house € (mill) Administrative Board 1,345.7 APMC 1,345.7 CME 1,320.3 MPI 1,320.3 Intact Group 926.6 DBV Media House 1,097.7 Dogan Group 658.0 Clir Media 926.6 SBS 526.0 Splendid Media 800.2 SRTV 509.9 Kanal D 658.0 Realitatea Media 448.4 Prima TV 431.3 Realitatea Media & Cheloo Zone 417.0 B1TV 279.2 News Corporation 279.2 Discovery Romania 163.2 Dan Diaconescu 188.1 Cable Direct 143.1 Source: GfK Romania (figures by ratecard) Source: GfK Romania (figures by ratecard)

292 ROMANIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) RON RON RON (d, N) 234 1,359 17,750 13.1 26,670 Libertatea De Duminica (w, N) 151 730 11,350 15.5 17,750 Click (d, N) 124 657 10,615 16.2 17,222 (d, N) 101 731 18,300 25.0 30,500 Cancan (d, N) 93 752 10,200 13.6 17,000 (d, N) 87 97 13,616 140.4 23,552 Jurnalul National (d, N) 68 673 20,240 30.1 31,280 Click de duminica (w, N) 67 436 7,190 16.5 11,615 Pro Sport (d, N) 59 583 15,480 26.6 25,800 Romania Libera (d, N) 55 247 11,800 47.8 21,800 (d, N) 53 522 13,050 25.0 24,400 Agenda (w, R) 37 127 9,590 75.5 14,385 Jurnalul National de Duminica (w, N) 35 528 18,400 34.8 28,336 Pro Sport De Duminica (w, N) 34 596 13,860 23.3 23,100 Gazeta Sporturilor De Duminica (w, N) 31 619 16,500 26.7 27,500 Gandul (d, N) 31 236 9,570 40.6 15,950 Timis Expres (d, R) 31 48 4,704 98.0 6,586 Adevarul (d, N) 28 410 10,215 24.9 15,620 Gazeta De Sud (d, R) 28 201 7,429 37.0 17,511 Evenimentul Zilei De Duminica (w, N) 27 433 8,000 18.5 12,200 Adevarul de Duminica (w, N) 25 243 5,769 23.7 9,615 Cluj Expres 24 34 5,292 155.6 7,409 Jurnalul Aradean (Adevarul de Arad) (d, R) 23 44 4,116 93.5 5,762 (d, N) 22 226 12,328 54.5 21,896 Jurnal Bihorean (d, R) 16 41 4,116 100.4 5,762 (d, N) 16 110 11,003 100.0 15,640 Bihari Naplo (d, R) 15 25 5,713 228.5 7,998 Informatia Zilei (d, R) 14 39 2,130 54.6 4,705 Arad Expres (d, R) 14 24 4,116 171.5 5,762 Renasterea Banateana (d, R) 13 35 2,700 77.1 5,400 Editie Speciala (d, R) 13 57 3,698 64.9 15,857 Friss Ujsag (d, R) 10 25 6,906 276.2 9,668 Viata Libera (d, R) 10 56 6,925 123.7 13,950 Hunedoara Expres (d, R) 10 39 5,880 150.8 8,232 Transilvania Expres (d, R) 9 66 9,344 141.6 16,350 Monitorul De Suceava (d, R) 9 35 3,180 90.9 6,559 Monitorul De Vrancea (d, R) 8 55 3,190 58.0 6,590 Crisana (d, R) 8 20 3,025 151.3 6,050 Monitorul De Botosani (d, R) 7 25 3,660 146.4 7,210 Hunedoreanul (d, R) 7 35 4,500 128.6 6,500 Banateanu (w, R) 6 26 4,500 173.1 6,500 Clujanul (w) 6 33 6,000 181.8 8,000 Gazeta De Olt (d, R) 6 19 1,965 103.4 4,270 De Vrancea (d, R) 5 39 2,354 60.4 4,708 Jurnal de Caras Severin (d, R) 5 23 12,568 546.5 17,596 Obiectiv Vocea Brailei (d, R) 4 44 4,284 97.4 9,198

293 ROMANIA: NEWSPAPERS

Newspapers cont. d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) RON RON RON Bihoreanu 4 59 4,500 76.3 6,500 (d, N) - 221 13,750 62.2 20,500 Curierul National (d, N) - 149 7,200 48.3 14,000 Impact In Gorj (d, R) - 42 2,030 48.3 3,960 Obiectiv Vaslui (d, R) - 25 2,645 105.8 5,165 Business Standard (d, N) - - 11,592 - 18,216 Source: BRAT (SNA FOCUS)

Average CPT (B/W): RON 35.1

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser € (000s) Vodafone (Mobifon) 7,257.7 Media Pro 7,256.0 Orange (Mobil Rom) 6,517.8 Partidul Democrat Liberal 5,227.1 Realitatea-Catavencu 4,967.9 Adevarul 4,678.9 Partidul National Liberal 4,487.3 Intact/Ant.1 R.Romantic 4,145.3 Romtelecom 3,677.4 Ringier 2,985.7 Source: AlfaCont Media Watch

Top ten newspaper product categories (2008) Newspaper expenditure Category € (000s) Newspapers & magazines 17,915 Political parties 15,863 Mobile telecommunications 14,714 Banks/banking services 12,681 TV stations 11,085 Real estate 10,671 Cars 10,395 Other services 9,834 Radio stations 8,221 Stores/commercial centres/supermarkets 7,934 Source: AlfaCont Media Watch

294 ROMANIA: NEWSPAPERS

Top ten newspaper owners (2008) Newspaper revenue Owner € (000s) Local publishers 80,208 Publimedia 34,608 Ringier 27,787 Intact Media 16,432 Adevarul Holding 15,857 Realitatea Catavencu 14,868 Convergent Media 14,204 Societatea R 7,175 Inform Media 3,657 Dixitpress 2,863 Source: AlfaCont Media Watch Top ten newspaper sales houses (2008) Newspaper revenue Sales house € (000s) Arbomedia 46,936 Publimedia 34,608 Local Publisher 33,272 Ringier 27,787 Intact Media 16,432 Adevarul Holding 15,857 Realitatea Catavencu 14,868 Convergent Media 14,204 Societatea R 7,175 Inform Media 3,657 Source: AlfaCont Media Watch

295 ROMANIA: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) RON RON RON Auto Top Gear (m) 17 74 14,352 193.9 - Auto Expert (m) 13 131 9,900 75.6 - Autoshow (f) 10 140 8,800 62.9 - Pro Motor (m) 8 301 12,900 42.9 - Auto Motor Si Sport (m) - 341 14,000 41.1 - Quattroruote (m) - - 10,500 - - Autobild (m) - - 9,568 - - Business Business Magazin (w) 13 84 14,500 172.6 - BIZ (w) - - 13,616 - - Bucharest Business Week (w) - - 11,776 - - IT/telecommunication Chip Computer & Communications (m) 19 131 10,304 78.7 - Level Games/Hardw & Lifestyle (m) 14 66 7,360 111.5 - Xtrem PC (m) 11 101 7,360 72.9 - Computer Bild (m) 7 99 6,400 64.6 - Connect (m) - - 14,683 - - Culture Dilema Veche (w) 7 34 6,010 176.8 4,005 Dilemateca - - 7,610 - - Women's glossies Cosmopolitan (m) 42 238 22,000 92.4 - Bolero (m) 42 164 12,500 76.2 - Glamour (m) 37 118 1,500 12.7 - Unica (m) 35 271 16,000 59.0 - Avantaje (m) 30 308 15,700 51.0 - Beau Monde (m) 24 78 12,000 153.8 - Viva (m) 22 138 12,100 87.7 - Elle (m) 20 157 14,200 90.4 - Look! (m) 19 59 7,100 120.3 - Tabu (m) 14 163 17,480 107.2 - The One (m) - - 16,000 - - Going out Sapte Seri Bucharest - 50 9,600 192.0 - 24FUN Bucharest - - 10,488 - - Time Out - - 10,500 - - Gossip Ciao! (bm) 48 461 14,000 30.4 - Taifasuri (w) 40 291 14,720 50.6 - Star (w) - - 8,832 - - Vip (w) - - 14,720 - - Zau (w) - - 8,740 - 6,256

296 ROMANIA: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) RON RON RON Health Ce Se Intampla Doctore (m) 28 504 14,000 27.8 - Prevention (m) - - 9,900 - - Farmacia Ta (m) 84 316 11,040 34.9 - Medicina Naturista (m) - - 12,880 - - Slab Sau Gras (m) 20 58 5,520 95.2 - Home & decor Casa Mea (m) 17 305 11,040 36.2 - Domus (m) 14 95 10,672 112.3 - Casa si Gradina (m) 14 277 10,500 37.9 - Gradina Mea De Vis (m) 13 199 7,000 35.2 - Domus Util (m) 12 76 4,416 58.1 - Casa De Vacanta (m) 10 113 7,500 66.4 - Planul Casei Mele (m) 9 113 9,200 81.4 - Caminul (m) 7 149 - - - Perfect Pentru Casa Mea (m) 5 88 7,000 79.5 - Casa Lux (m) - 264 10,500 39.8 - Career Cariere (bm) - 47 - - - Men's FHM (m) 19 138 18,000 130.4 - Playboy (m) 15 249 20,240 81.3 - Men's Health (m) 12 74 15,400 208.1 - Maxim (m) 8 57 16,560 290.5 - GQ (m) - - 15,500 - - Others Oferte Speciale (m) 55 32 - - - Flacara (m) 4 101 9,200 91.1 - Reader'S Digest (m) - 216 14,000 64.8 - Publitim (w) - 53 8,382 158.2 - Satire Academia Catavencu (w) 31 332 23,736 71.5 - Science National Geographic (m) 19 284 19,500 68.7 - Descopera (m) - 96 12,900 134.4 - Sport Fanatik (w) 14 151 - - - Teenage Cool Girl (bm) 41 136 8,800 64.7 - Bravo (bm) 38 241 9,100 37.8 - Bravo Girl (bm) 37 171 9,100 53.2 - Popcorn (m) 36 171 6,800 39.8 - TV guides Pro TV Magazin (w) 107 878 17,000 19.4 - Oblique TV Magazin (bm) 100 60 16,000 266.7 - TV Mania (w) 95 401 14,000 34.9 - TV Satelit (bm) - 531 10,000 18.8 - Revista De Film Hbo (m) - 450 18,500 41.1 -

297 ROMANIA: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) RON RON RON Women's Practic In Bucatarie (m) 254 977 14,000 14.3 - Femeia De (w) 131 299 12,000 40.1 - Libertatea Pentru Femei (w) 121 546 12,000 22.0 - Practic-Idei Pt Casa/Gradina (m) 57 497 8,800 17.7 - Ioana (bm) 51 519 11,000 21.2 - Bucataria Pentru Toti (m) 47 497 10,488 21.1 - Lumea Femeilor (bm) 45 492 10,000 20.3 - Joy (m) 41 135 11,100 82.2 - Avantaje (m) 30 308 15,700 51.0 - Femeia (m) 23 583 15,000 25.7 - Mami (m) 21 142 13,500 95.1 - Ioana-Secretele Bucatariei (m) 20 495 9,800 19.8 - Tango (m) 14 46 17,000 369.6 - Ioana-Locuinta Mea (m) 10 194 7,000 36.1 - Ioana-Visul Copiilor (m) 8 133 8,800 66.2 - Ioana Horoscop (m) - 434 7,000 16.1 - Draga Mea (m) - 172 5,000 29.1 - Source: BRAT (SNA FOCUS)

Average CPT (Colour): RON 48.2

298 ROMANIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) L'Oréal 4,786.5 Newspapers & magazines 13,159 Procter & Gamble 3,619.0 Stores/comm. centres/supermarkets 8,917 Media Pro 3,550.1 Restaurants 7,395 Unilever 2,881.5 Cars 7,064 Beiersdorf 2,606.8 Nighttime entertainment 5,720 Ringier 2,565.2 Skincare 5,150 Realitatea-Catavencu 2,552.6 Mobile telecommunications 4,581 Vodafone (Mobifon) 2,538.5 Banks/banking services 4,429 Orange (Mobil Rom) 2,518.2 Other events 4,299 Porsche 2,400.3 Perfumes/colognes 4,177 Source: AlfaCont Media Watch Source: AlfaCont Media Watch

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner € (000s) Sales house € (000s) Realitatea Catavencu 39,879 Realitatea Catavencu 39,879 Sanoma 24,556 Sanoma 24,556 Publimedia 24,196 Publimedia 24,196 Local publishers 21,396 Ringier 18,835 Ringier 18,835 Edipresse 13,125 Edipresse 13,125 Arbomedia 12,958 Burda 11,038 Burda 11,038 Hiparion 5,883 Local publishers 8,438 Business Media Group 5,653 Hiparion 5,883 Splendid Media 5,581 Business Media Group 5,653 Source: AlfaCont Media Watch Source: AlfaCont Media Watch

299 ROMANIA: RADIO

RADIO

Number of radio households: 4,477,310 (61.2%) Source: ARA Study/National 2008 database

Number of commercial radio stations: 21 Source: ARA Study/National 2008 database

Average daily listening minutes per adult: 271 Source: ARA Study/National 2008 database

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time RON (000s) RON National Actualitati talk 0600-0800 1,794 373 4.8 Antena Satelor rural 0800-1000 478 103 4.7 Europa FM music 0700-0900 1,970 314 6.3 Kiss FM music 0700-1000 2,098 318 6.6 Radio 21 music 0700-0900 1,880 326 5.8 Magic FM music 0700-1000 810 32 25.6 Info Pro news 0700-1000 700 44 15.8 National FM news 0700-1000 331 9 36.0 Pro FM music 0700-1100 1,821 145 12.6 Radio Romania Cultural cultural 0745-1000 265 8 34.9 Radio Romania Regional talk 0630-0800 611 155 3.9 Main regional (only Bucharest) Radio France International music 0900-1300 129 0.40 322.0 Guerilla music 0700-1000 1,214 10.80 112.4 Romantic FM music 0800-1200 1,227 27.90 44.0 City FM music 0700-0900 368 3.20 115.0 Vibe FM music 0900-1000 210 6.50 32.3 Itsy Bitsy kids 0800-1000 221 1.10 200.7 Smart FM music 1200-1500 305 2.80 108.9 Sport Total sport 1200-1500 - 1.90 - One FM music 1400-1700 368 4.60 80.0 Pro FM Dance music 1000-1400 300 0.60 500.0 Source: ARA 2008

Average CPT (all commercial stations): RON 9.1

300 ROMANIA: RADIO

Top ten radio advertisers (2008) Radio expenditure Advertiser € (000s) Orange (Mobil Rom) 4,471.6 Carrefour 4,005.8 Vodafone (Mobifon) 3,021.9 Romtelecom 3,017.7 Media Pro 3,002.7 Porsche 2,792.7 Real Hypermarket 2,787.6 Convergent Media/Comp Jurnalul/Edit Intact 2,566.1 Prima TV 2,194.0 Trust Motors/Eurial Invest 2,157.4 Source: AlfaCont Media Watch

Top ten radio product categories (2008) Radio expenditure Category € (000s) Newspapers & magazines 14,580 Cars 13,131 Stores/comm.centres/supermarkets 12,154 Mobile telecommunications 9,732 TV stations 5,347 Banks/banking services 4,534 Automotive/motorcycles/boats 3,969 Concerts 3,861 Other automotive 2,736 Campaigns 2,568 Source: AlfaCont Media Watch

Top radio owners (2008) Radio revenue Owner € (000s) RRM 52,213 MGSI 44,484 CRP 17,111 Realitatea Catavencu 9,380 RRA 5,617 Clir Media 1,078 Source: AlfaCont Media Watch Top radio sales houses (2008) Radio revenue Sales house € (000s) RRM 52,213 MGSI 44,484 CRP 17,111 Realitatea Catavencu 9,380 Clir Media 6,695 Source: AlfaCont Media Watch

301 ROMANIA: OUTDOOR

OUTDOOR

Number of outdoor sites: 25,350

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month € 3x2 550 200 4x3 800 450 5.04 x 2.38 1,800 220 3.2 x 2.4 2,900 450 City lights (including bus shelters) 3,100 150 6 x 3 8,900 600 Big formats (more than 20 sqm.) 1,260 30/mp Scaffolds 40 30/mp Others 6,000 - Source: ZenithOptimedia (Average Prices)

Top ten outdoor advertisers (2008) Advertiser Orange Cosmote Vodafone Coca-Cola Carrefour Kraft BCR European Drinks CBR Bricostore Source: Suppliers

302 ROMANIA: OUTDOOR

Top outdoor product categories (2008) Outdoor expenditure Category € (000s) Computers & telecommunications 10,370 Retail 8,174 Auto & petroleum products 7,320 FMCG & beauty care 9,760 Banking/financial services 5,124 Beers/alcoholic drinks 2,440 Mass media 1,464 Home appliances 1,281 Travel & entertainment 1,220 Source: Suppliers Top outdoor contractors (2008) Outdoor revenue Contractor € (000s) EPA 18,300 Affichage 12,810 Clear Channel 7,625 News Outdoor 7,625 New Age 3,050 Others 10,675 Source: Suppliers

303 ROMANIA: CINEMA

CINEMA

Number of cinema screens: 136 Source: CNC (The National Cinema Centre)

Average CPT: €90

Number of screens used in typical national campaign: 34 Source: New Age Media Trend in admissions Admissions Gross takings Gross takings (mill) RON (mill) € (mill) 2002 5.3 20.1 6.4 2003 4.5 22.5 6.0 2004 4.0 24.9 6.1 2005 2.8 24.4 6.7 2006 2.8 28.3 8.0 2007 2.9 34.4 10.3 2008 3.8 53.0 14.4 Source: CNC (The National Cinema Centre)

Cinema audience profile Age % 16-24 40.0 25-34 27.9 35-49 19.0 50+ 8.7 Sex % Male 51.6 Female 48.4 H/hold income per month (€) % none 0.2 1-100 2.6 101-150 2.0 151-200 2.5 201-250 3.8 251-300 5.1 301-400 9.1 401-500 10.9 501-600 8.6 601-700 6.1 Over 701 17.9 don't know/no response 31.1 Source: BRAT (SNA FOCUS)

304 ROMANIA: CINEMA

Top ten films (2008) Admissions Film Joourney To The Center Of The Earth 116,145 Hancock 90,704 The Dark Knight 81,993 My Best Friend’s Girl 80,187 Quantum Of Solace 79,647 Madagascar: Escape 2 Africa 79,071 Sex And The City 77,933 10,000 B.C. 72,964 The Mummy: Tomb Of The Dragon Emperor 71,775 Wanted 68,807 Source: CNC (The National Cinema Centre)

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Advertiser Category Porsche Auto Romtelecom Telecommunications BCR Banks Interbrew Beer Vodafone Coffee Ferrero Cosmetics Tiriac Auto Chocolate OTP Bank Insurance Zarea Non-carbonated drinks Pro Brands Wines Source: New Age Media Source: New Age Media Top ten cinema Top cinema owners (2008) sales houses (2008) Cinema revenue Sales house Owner € (000s) New Age Media Hollywood Multiplex 5,363.0 Sugar Media Movieplex Cinema 4,746.1 MPI Cinema City Romania 2,123.3 Source: New Age Media R.A.D.E.F. Romaniafilm 818.0 City Cinema Management 684.0 Chicago Tour 124.1 U.C.I.N. Studio Bucuresti 106.0 Quality Cinema Bucuresti 47.9 Light Cinema Bucuresti 255.2 Go Multiplex Brasov 117.1 Source: CNC (The National Cinema Centre)

305 ROMANIA: INTERNET

INTERNET

Homes with internet connection: 2,129,806 (29.1%)

Adult internet users: 5,799,420 (33.6%)

Adult internet users with home broadband: 5,626,316 (32.6%)

Typical monthly cost of internet access: RON 35

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type RON Keyword € 728x90, 300x250, 160x600 47.0 games 0.3 Pop-up 70.5 youtube 0.3 Streaming video 94.0 yahoo 0.3 Source: Suppliers' ratecards hi5 0.3 you 0.3 Internet user profile tube 0.3 Age % movies 0.3 16-24 31.6 dictionary 0.3 25-34 27.9 auto 0.3 35-54 32.3 photos 0.3 55-64 4.6 Source: Google Insights 65+ - Sex % Male 50.8 Female 49.2 H/hold income per month (€)% No income 0.1 1-100 2.6 101-150 2.2 151-200 2.4 201-250 3.9 251-300 5.8 301-400 9.8 401-500 12.0 501-600 9.8 601-700 6.3 Over 701 18.2 don't know/no response 26.8 Source: BRAT (SNA FOCUS) Urban 14-64

306 ROMANIA: INTERNET

Top ten internet sites (2008) Unique visitors Site per month softpedia.com 2,118,563 trilulilu.ro 2,044,544 ejobs.ro 1,352,519 gsp.ro 1,153,429 acasa.ro 1,089,963 rol.ro 1,050,017 bizoo.ro 1,021,601 roportal.ro 998,456 computergames.ro 892,217 libertatea.ro 877,869 Source: SATI 2008 Top ten internet product categories (2008) Internet expenditure Category RON (000s) Finance 9,183.3 Telecoms 7,309.6 Motors 6,757.1 Food 6,156.0 Cosmetics 3,456.0 Property 2,979.1 Business/industrial 2,368.9 Entertainment/media 2,327.4 Online retail 1,776.1 Retail 1,532.7 Source: IAB&PWC

Top search engines (2008) Search engine google.ro yahoo.com Source: ZenithOptimedia

307 ROMANIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 71.9 88.9 95.6 Newspapers 60.5 77.0 85.0 Magazines - - 68.7 Radio 60.5 72.7 - Outdoor 93.3 - - Cinema 0.1 0.3 5.0 Internet 30.6 40.8 49.6 Source: GfK Romania, BRAT (SNA)

OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Procter & Gamble 333,698 Mobile telecommunications 428,539 Unilever 187,326 Cars 228,952 L'Oréal 176,854 Banks/banking services 225,501 Vodafone (Mobifon) 131,996 Newspapers & magazines 215,890 Cosmote 129,926 Beer 208,664 Orange (Mobil Rom) 118,099 Shampoo/conditioner 153,138 Kraft 112,581 Carbonated soft drinks 135,159 Coca-Cola 105,647 Laundry detergent 127,677 European Drinks & European Food 94,357 Skincare 100,082 Danone 86,431 Yoghurt 97,126 Source: AlfaCont Media Watch Source: AlfaCont Media Watch Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner € (000s) Sales house € (000s) CME 1,194,541 MPI 1,194,541 Intact Group 669,119 Clir Media 674,413 Dogan Group 590,134 Kanal D 590,134 SRTV 513,754 Splendid Media 519,335 SBS 408,816 Prima TV 408,816 Realitatea Media 387,168 DBV Media House 387,168 Administrative Board 383,173 APMC 383,173 News Corpotation 251,771 B1TV 251,771 Discovery Communications 136,906 Discovery Romania 136,906 Publimedia 75,914 Publimedia 75,914 Source: AlfaCont Media Watch Source: AlfaCont Media Watch

308 RUSSIA: ECONOMIC DATA

RUSSIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 25.58 Roubles at 2008 rate

Gross Domestic Product (Roubles billion) at current prices 8,944 10,780 13,282 17,047 21,617 26,878 32,747 41,962 % change 22.4 20.5 23.2 28.3 26.8 24.3 21.8 28.1 at 2008 prices 20,060 20,893 22,635 26,215 29,497 33,429 37,368 41,962 % change 0.8 4.2 8.3 15.8 12.5 13.3 11.8 12.3

Gross Domestic Product per capita (Roubles 000s) at current prices 60.9 74.2 91.9 118.5 151.0 188.6 230.7 296.8 at 2008 prices 136.6 143.8 156.5 182.2 206.0 234.5 263.3 296.8

Gross Domestic Product (US$ billion) at current prices 350 421 519 666 845 1,051 1,280 1,640 at 2008 prices 784 817 885 1,025 1,153 1,307 1,461 1,640

Gross Domestic Product per capita (US$ 000s) at current prices 2.4 2.9 3.6 4.6 5.9 7.4 9.0 11.6 at 2008 prices 5.3 5.6 6.1 7.1 8.1 9.2 10.3 11.6

Population Millions 146.8 145.3 144.6 143.9 143.2 142.5 141.9 141.4

Consumer Price Index 2008=100 44.6 51.6 58.7 65.0 73.3 80.4 87.6 100.0 % change 21.5 15.7 13.7 10.8 12.7 9.7 9.0 14.1

Ad.spend as a % of GDP 0.44 0.64 0.67 0.66 0.66 0.67 0.70 0.63

Advertising Expenditure Growth (%) at current prices 61.7 65.4 30.8 35.3 28.6 32.3 34.5 20.0 Source: IFS, ZenithOptimedia

309 RUSSIA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Total Print papers ines TV Radio Cinema Outdoor Internet 1998 1,300 - 350 220 480 80 - 170 - 1999 573 - 190 70 190 30 - 92 1 2000 826 - 240 100 270 45 3 165 3 2001 1,336 - 310 160 510 70 5 275 6 2002 2,210 - 495 260 920 115 9 400 11 2003 2,890 - 585 350 1,240 155 12 530 18 2004 3,910 - 730 470 1,700 250 15 710 35 2005 5,030 1,390 - - 2,330 300 40 910 60 2006 6,654 1,640 - - 3,160 461 66 1,220 107 2007 8,949 2,033 - - 4,406 584 121 1,582 223 2008 10,736 2,316 - - 5,533 563 181 1,842 302 Source: AKARRARA (Russian Association of Advertising Agencies) Notes: 1. After discounts 5. 'Newspapers' includes special advertising 2. Includes agency commission editions from 2002 3. Excludes production costs 6. Internet includes banners and advertising 4. Includes VAT in newsletter emails

Tobacco: Prohibited on TV and radio; on front and back cover of all publications. Alcohol: Prohibited on TV and radio; on front and back cover of all publications. Beer does not count as alcohol under these regulations. Pharmaceutical: Prescription drug advertising prohibited. Children's: Breast milk substitutes must not be presented as a wholesome alternative to natural milk. Breast milk substitute and infant food ads must explain age limitations and the need to seek specialist advice. Gambling: Banned on TV and radio between 0700 and 2200.

310 RUSSIA: POPULATION POPULATION

Land area (km²) 16,995,800 Capital city Moscow Language Russian Currency Rouble Source: CIA Factbook Population by age Male Female Total (000s) (000s) (000s) 0-14 10,806 10,286 21,092 15-24 11,089 10,745 21,834 25-34 11,249 11,324 22,573 35-44 9,384 9,870 19,254 45-54 10,593 12,287 22,880 55-64 6,550 8,823 15,373 65+ 5,970 12,928 18,898 Total 65,641 76,263 141,904 Source: Federal State Statistics Service

Adult status Male Female Total (000s) (000s) (000s) AB 3,733 2,960 6,693 C1 3,481 4,803 8,283 C2 2,340 4,623 6,963 D 6,940 3,122 10,063 E 6,365 13,404 19,769 Other 3,080 3,122 6,203 Total 25,938 32,034 57,973 Source: M'Index 2008/2 - Russia

Definition of adult status AB = managers C1 = specialists C2 = white-collar workers D = blue-collar workers E = subsistence/inactive

311 RUSSIA: TELEVISION

TELEVISION

Number of households: 25,330,700

Number of television households: 25,098,500 (99.1%) Source: M'Index 2008/2 (Households) - Russia

Television homes with: Colour 98.8% VCR 32.3% DVD 52.2% Cable (connection) - total 12.4% Satellite dish (DTH) - total 2.6% IPTV 1.5% Source: The Establishment Survey, Sep-Oct 2008. TNS Gallup Media

Average minutes viewed per day per adult: 205

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial Kultura 84.7 17 - Commercial Pervy Kanal 98.3 24 1,061 Rossiya 98.0 24 1,274 NTV 94.5 24 1,333 STS 87.5 24 970 REN-TV 81.6 24 1,411 TNT 84.6 24 896 MTV 57.3 24 1,465 MUZ TV 65.6 24 1,367 TV-3 67.8 24 1,243 DTV 61.0 24 851 Euronews 40.1 24 99 7TV 46.7 24 1,129 Sport 72.5 24 822 Domashny 71.0 24 812 TV Tsentr 72.8 24 1,423 Zvezda 56.6 24 184 Petersburg-5 Kanal 55.1 24 1,321 Vesti 62.1 24 36 2X2 27.2 24 274 Source: The Establishment Survey, Feb-Oct 2008. TNS Gallup Media

312 RUSSIA: TELEVISION Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ Pervy Kanal 1900-2400 28,121 4,406 6.4 Rossiya 1900-2400 24,011 3,817 6.3 NTV 1900-2400 16,388 2,816 5.8 STS 1900-2400 17,664 1,836 9.6 REN-TV 1900-2400 4,340 869 5.0 TNT 1900-2400 13,277 1,575 8.4 MTV 1900-2400 868 160 5.4 MUZ TV 1900-2400 513 140 3.7 TV-3 1900-2400 3,025 499 6.1 DTV 1900-2400 1,587 313 5.1 Euronews 0830-1000 - 92 - 7TV 1900-2400 111 42 2.6 Sport 1900-2400 1,585 380 4.2 Domashny 1900-2400 3,284 387 8.5 TV Tsentr 1900-2400 2,254 543 4.1 Zvezda 1900-2400 846 200 4.2 Petersburg-5 Kanal 1900-2400 736 196 3.7 Vesti 1900-2400 - 110 - 2X2 1900-2400 - 36 - Source: TNS Gallup Media Average CPT (all commercial channels): US$6.5 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (mill) Non-commercial Kultura 2.1 2.3 - Commercial Pervy Kanal 20.8 21.7 1,521 Rossiya 17.2 18.1 1,307 NTV 13.2 13.8 1,353 STS 8.8 7.2 795 REN-TV 4.5 4.7 288 TNT 7.2 6.6 729 MTV 1.0 0.9 93 MUZ TV 1.0 0.9 71 TV-3 2.8 2.8 192 DTV 1.8 1.8 94 Euronews 0.2 0.2 - 7TV 0.3 0.3 8 Sport 2.1 2.2 91 Domashny 2.2 2.2 148 TV Tsentr 2.9 3.1 170 Zvezda 1.1 1.2 11 Petersburg-5 Kanal 1.1 1.1 46 Vesti 0.9 0.9 - 2X2 0.2 0.2 - Source: TNS Gallup Media

313 RUSSIA: TELEVISION Top ten television programmes (2008) Adult Programme Channel TVR New Year Speech of D. Medvedev Pervy Kanal 18.7 New Year Speech of D. Medvedev Rossiya 15.9 Military Parade, 63rd anniversary of Second World War Pervy Kanal 15.4 Novogodniy Goluboy ogonek na SHabolovke-2009. Part 1 Rossiya 15.4 Tatyanin den Pervy Kanal 14.9 In commemoration of Aleksandr Abdulov Pervy Kanal 14.8 Novogodniy parad Zvezd s Maksimom Galkinym i Nikolaem Baskovym Rossiya 13.8 Gromovy. Dom nadezhdy Pervy Kanal 13.6 Pirates of the Caribbean: Dead's Man's Chest Pervy Kanal 13.4 I vse-taki ya lyublyu Pervy Kanal 13.4 Source: TNS Gallup Media Top ten television advertisers (2008) TV expenditure Advertiser US$ (mill) Procter & Gamble 550.6 Unilever 267.5 L'Oréal 242.3 Henkel Group 241.2 Mars 234.8 Danone 188.5 Reckitt Benckiser 188.1 Coca-Cola 161.3 Wimm-Bill-Dann 147.1 Mobile Telesystems 145.8 Source: TNS Gallup Media Top ten television product categories (2008) TV expenditure Category US$ (mill) Beauty & healthcare 1,230.6 Soft drinks & beer 761.8 Food 660.2 Household chemicals 508.1 Confectionery 492.2 Medicines & food supplements 476.5 Communication services 476.2 Transport & accessories 434.7 Commercial services 243.9 Perfume 212.7 Source: TNS Gallup Media Top television sales houses (2008) TV revenue Sales house US$ (mill) Video International 4,318.7 Gazprom-Media 2,542.4 Alkasar 45.8 NTS 10.7 Source: TNS Gallup Media

314 RUSSIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ Antenna/Telesem (w, N) 4,545 10,678 126,770 11.9 100,369 Komsomolskaya Pravda (W) (w, N) 3,013 4,683 105,582 22.5 106,564 Argumenty i Fakty (w, N) 3,010 7,934 95,503 12.0 98,222 Moskovsky Komsomolets (d, R) 2,153 - 28,648 - 62,556 MK-Region (w, N) 1,460 1,547 23,675 15.3 29,172 777 (w, N) 950 4,912 - - 29,306 Mir Novostey (w, N) 850 - 13,463 - 12,812 Komsomolskaya pravda (d, N) 737 2,172 47,772 22.0 54,663 Orakul (w, N) 514 1,813 12,829 7.1 11,783 Narodny sovet (w, N) 279 433 3,817 8.8 3,600 Trud (d, N) 265 343 16,601 48.3 8,646 Sovetsky Sport Football (w, N) 249 1,232 34,339 27.9 34,140 Sovershenno sekretno (w, N) 246 2,622 16,181 6.2 16,414 Za Rulem (newspaper) (w, N) 245 727 - - - Izvestiya (d, N) 237 420 29,296 69.7 34,424 Sobesednik (w, N) 229 464 5,725 12.3 4,761 Ekonomika i Zhizn (w, N) 220 484 12,538 25.9 23,365 Stupeni Orakula (w, N) 210 522 4,519 8.7 4,044 Tselebnik (w, N) 206 989 6,716 6.8 6,501 Klakson (w, N) 200 1,280 19,756 15.4 18,189 Rossiyskaya Gazeta (d, N) 182 1,161 16,849 14.5 - MKmobil (w, N) 168 184 2,857 15.6 6,392 Sport-Express (d, N) 130 745 18,631 25.0 20,168 Sovetskiy Sport (d, N) 121 652 20,978 32.2 20,970 Kommersant (d, N) 113 372 14,109 38.0 56,662 Tribuna (w, N) 88 - 4,384 - 11,790 Vedomosti (d, N) 75 195 39,251 201.3 57,552 PC week (w, N) 35 55 - - 12,558 Source: TNS Gallup, NRS-Russia Sep 2008 - Feb 2009, Media Monitoring 2008

Average CPT (B/W): US$16.5

315 RUSSIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (mill) Category US$ (mill) Materia Medica 13.8 Medicines & food supplements 72.7 Evalar 12.9 Transport & accessories 67.0 World of Useful Goods 10.3 Financial services 63.8 Volkswagen 10.2 Mass media 50.5 Rosbusinessconsulting 9.4 Commercial services 35.9 Mercury 7.9 Real estate services 32.8 Pochta Servis 6.5 Mass actions 30.1 Megafon 5.9 Communication services 27.0 Toyota 5.6 Alcoholic drinks 19.9 Ford 5.4 Computers & peripherals 13.8 Source: TNS Gallup AdFAct Source: TNS Gallup AdFAct

Top ten newspaper owners (2008) Newspaper revenue Owner US$ (mill) Komsomolskaya pravda 98.3 Independent Media 68.1 Kommersant 63.9 Argumenty i Fakty 55.1 RBK Media 38.1 News Media-Rus 32.0 Hachette Filipacchi Shkulev 29.7 Avtorevyu 17.5 Trud 16.9 Rossiyskaya Gazeta 16.4 Source: TNS Gallup AdFAct

316 RUSSIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Women's Cosmopolitan (m) 999 6,339 41,347 6.5 41,789 Liza (w) 750 3,106 19,254 6.2 - Glamour (m) 700 2,330 27,636 11.9 29,130 Vsyo Dlya Zhenschiny (w) 473 749 6,594 8.8 - Burda (m) 460 2,199 13,870 6.3 - Liza Dobrye sovety (m) 430 2,265 10,135 4.5 - Gloria (w) 399 397 11,058 27.8 - Psychologies (m) 347 598 15,224 25.4 - Joy (m) 320 422 11,201 26.6 - Elle (m) 310 640 24,662 38.6 25,833 Marie Claire (m) 284 272 13,598 50.0 14,516 Domashniy Ochag (m) 280 1,654 21,197 12.8 - Mini (m) 270 558 9,220 16.5 - Shape (m) 250 184 19,241 104.5 - Sex And The City (m) 200 145 13,802 94.9 30,527 Magiya Cosmo (m) 185 397 9,559 24.1 - Cosmopolitan Shopping (m) 155 682 9,814 14.4 10,167 Krestyanka (m) 151 916 10,259 11.2 - Vogue (m) 150 691 23,894 34.6 24,046 Ona (m) 148 261 10,931 41.8 - Harper's Bazaar (m) 120 138 20,329 147.6 21,365 L'Officiel (m) 108 143 21,734 152.5 22,759 Domovoy (m) 105 562 11,945 21.2 - TV listings Antenna-telesem (w) 4,238 10,678 65,357 6.1 101,971 Telenedelya (w) 1,124 3,619 40,359 11.2 - 7 Dney (w) 1,042 3,768 36,049 9.6 - TV-Park (w) 467 1,756 17,340 9.9 - Cooking Lyublyu Gotovit! (m) 1,616 3,079 8,293 2.7 - Shkola Gastronoma (w) 217 641 5,633 8.8 - Gastronom (m) 184 829 15,643 18.9 - Priyatnogo Appetita (m) 110 1,609 5,213 3.2 4,819 General interest Karavan Istoriy. Kollektsiya (m) 991 1,369 10,850 7.9 - Reader's Digest (m) 417 968 8,117 8.4 - Tayny Zvezd (w) 404 750 11,034 14.7 - Gala Biography (m) 380 800 16,844 21.1 18,026 Hello! (w) 352 348 16,575 47.7 19,065 Story (m) 350 195 10,531 53.9 11,202 Otdokhni! Imena (m) 347 619 8,895 14.4 - Karavan Istoriy (m) 342 4,148 23,676 5.7 22,719 MK-Bulvar (w) 305 710 9,319 13.1 - Russkiy Reporter (w) 168 203 13,555 66.9 -

317 RUSSIA: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Ok! (w) 126 531 10,913 20.6 - Russkiy Newsweek (w) 54 203 13,809 68.0 - Health Domashny Doktor (m) 580 1,619 8,090 5.0 - Tselebnik (w) 213 989 6,370 6.4 - Zdorovye (m) 170 2,068 12,036 5.8 - Zhenskoe Zdorovye (m) 144 570 7,412 13.0 - Motoring Za Rulem (m) 578 5,978 21,608 3.6 20,395 Top Gear (m) 318 1,051 16,728 15.9 17,684 Pyatoe Koleso (m) 152 938 11,020 11.7 - Quattroruote (m) 150 550 9,092 16.5 - Avtopanorama (m) 148 350 9,266 26.5 - Avtomir (w) 140 1,387 10,435 7.5 9,959 Avtomobili (m) 138 570 13,906 24.4 - Moto (m) 85 416 6,614 15.9 - Youth Yes!-Zvezdy (m) 450 345 12,707 36.8 - Oops! (m) 260 524 8,977 17.1 - Bravo (w) 220 281 6,191 22.1 - I Love You (m) 200 266 4,427 16.6 - Yes! (m) 200 530 13,932 26.3 - Liza. Girl (m) 180 539 7,521 14.0 - Rolling Stone (m) 110 396 11,132 28.1 10,819 Men's Maxim (m) 363 1,921 19,942 10.4 20,389 Men's Health (m) 253 1,160 20,624 17.8 22,148 Playboy (m) 160 793 12,758 16.1 12,594 XXL (m) 140 411 12,785 31.1 15,252 Esquire (m) 125 180 18,667 103.8 18,202 FHM (m) 110 208 10,948 52.8 - GQ (m) 100 219 17,366 79.4 18,348 Medved (m) 84 200 11,496 57.4 - Entertaining Otdokhni! (w) 300 1,928 12,452 6.5 - Teschin Yazyk (w) 300 2,962 5,916 2.0 5,910 Zyatek (w) 299 2,404 5,925 2.5 - Liza Krossvordy (w) 283 2,313 5,655 2.4 - Razgaday! (w) 170 864 5,643 6.5 - Liza Goroskop (m) 150 1,374 6,571 4.8 - Kino Park (m) 91 428 8,677 20.3 - Family & children Liza Moy Rebenok (m) 250 1,104 8,670 7.9 - Mama, Eto Ya! (m) 180 747 8,384 11.2 - Schastlivye Roditeli (m) 178 617 9,507 15.4 - Moy Krokha i Ya (m) 146 733 6,906 9.4 - Interiors & design Idei Vashego Doma (m) 248 1,694 10,085 6.0 10,133

318 RUSSIA: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Moy Prekrasny Sad (m) 130 1,276 7,320 5.7 - Lyubimaya dacha (m) 125 1,274 4,461 3.5 - Moy Uyutny Dom (m) 120 739 4,738 6.4 - Interer+dizayn (m) 95 1,144 11,706 10.2 - Krasivye Kvartiry (m) 91 671 4,474 6.7 - Mezonin (m) 80 143 10,339 72.6 - Elle Decor (m) 75 319 10,914 34.2 11,713 Krasivye Doma (m) 62 769 5,607 7.3 - Salon Interior (m) 55 623 11,205 18.0 11,390 Tourism GEO (m) 230 907 18,516 20.4 18,356 Vokrug Sveta (m) 228 3,717 19,129 5.1 14,010 National Geographic Russia (m) 140 990 14,344 14.5 21,549 Afisha-Mir (m) 95 109 21,694 199.6 17,229 Business & analysis Biznes-Zhurnal (w) 184 549 16,117 29.3 18,721 Forbes (m) 124 770 19,300 25.1 18,061 Rbk (m) 101 780 16,839 21.6 16,208 Ekspert (w) 97 367 19,039 51.9 16,294 Itogi (w) 87 448 14,201 31.7 8,915 Profil (w) 83 176 12,746 72.3 12,134 Kommersant Dengi (w) 52 376 18,323 48.7 17,365 Finans (w) 49 298 10,769 36.1 8,303 Kommersant Vlast (w) 47 391 13,734 35.1 - Popular science Populyarnaya Mekhanika (m) 171 716 14,514 20.3 - Chto novogo v nauke i tekhnike (m) 89 280 10,778 38.5 - Gadgets/audio/photo/video Digital Magazine (m) 130 155 9,365 60.4 10,279 Computers Chip (m) 101 457 9,944 21.8 - Khaker (m) 100 637 16,453 25.8 - Computerbild (w) 98 274 13,094 47.8 - Mir PK (m) 80 668 13,291 19.9 - Strana Igr (w) 80 538 15,911 29.6 13,300 Kompyuterra (w) 76 267 18,326 68.5 - Sport Prosport (w) 100 376 10,430 27.7 - Source: TNS Gallup; NRS-Russia Sep 2008 - Feb 2009; Media Monitoring 2008

Average CPT (Colour): US$12.4

319 RUSSIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (mill) Category US$ (mill) L'Oréal 84.7 Commercial services 249.1 Procter & Gamble 67.3 Beauty & healthcare 248.9 Mercury 49.2 Transport & accessories 194.8 LVMH 46.3 Clothing & footwear 182.2 Ford 24.6 Mass media 126.9 Volkswagen 21.6 Perfume 89.9 Toyota 18.5 Watches/clocks & jewellery 89.4 Chanel 18.1 Financial services 86.1 General Motors 17.9 Medicines & food supplements 64.1 Samsung Electronics 17.3 Mass actions 62.6 Source: TNS Gallup AdFAct Source: TNS Gallup AdFAct

Top ten magazine owners (2008) Magazine revenue Owner US$ (mill) Independent Media 295.2 Hachette Filipacchi Shkulev 194.4 Burda 176.5 Condé Nast 157.7 7 Dney 128.3 Kommersant 55.1 Axel Springer 54.8 SPN 53.0 Ekspert 52.1 Forward Media Group 51.4 Source: TNS Gallup AdFAct

320 RUSSIA: RADIO

RADIO

Number of radio households: 14,181,100 Source: TNS Gallup Media; (Urban population 100+)

Average daily listening minutes per adult: 295 Source: TNS Gallup Media

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time US$ (000s) US$ National Radio Rossii talk 0800-1000 1,108 1,515 0.7 Russkoe Radio music 0800-1000 3,325 993 3.3 Europa Plus music 0800-1000 4,662 767 6.1 Radio Chanson music 0800-1000 1,819 734 2.5 Mayak talk 0800-1000 1,689 661 2.6 Retro FM music 0800-1000 2,773 651 4.3 Avtoradio music 0800-1000 3,359 593 5.7 Yumor FM talk 0800-1000 1,040 356 2.9 Nashe Radio music 0800-1000 1,007 304 3.3 DFM music 0800-1000 473 210 2.3 Love Radio music 0800-1000 911 180 5.1 Radio 7 music 0800-1000 1,241 179 6.9 Hit FM music 0800-1000 337 166 2.0 Moscow Ekho Moskvy talk 0800-1000 782 136 5.8 Radio Dacha 92.4 Fm music 0800-1000 452 93 4.9 Serebryany Dozhd music 0800-1000 1,498 57 26.4 CITY-FM. Moscow Information Ra talk 0800-1000 811 46 17.6 Radio Alla music 0800-1000 412 46 9.0 Govorit Moscow talk 0800-1000 222 43 5.2 Radio station Rusckaya Sluzhba talk 0800-1000 280 36 7.8 Energy music 0800-1000 795 36 22.2 Business FM talk 0800-1000 1,099 30 36.2 Keks FM music 0800-1000 388 30 13.1 Saint-Petersburg Dorozhnoe Radio music 0800-1000 543 90 6.0 Radio Peterburg music 0800-1000 - 68 - Keks FM music 0800-1000 232 27 8.6 Eldoradio music 0800-1000 229 26 8.9 Radio Rekord music 0800-1000 103 23 4.5 Petrograd - Russkiy Chanson music 0800-1000 111 18 6.2 MAXIMUM music 0800-1000 273 11 23.8 Radio Hit music 0800-1000 97 11 8.7 Baltika music 0800-1000 - 11 - 102.FM Radio Roks music 0800-1000 - 10 - Source: TNS Gallup Media

Average CPT (all commercial stations): US$4.0

321 RUSSIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (mill) Category US$ (mill) Meramed 18.4 Mass actions 129.7 Materia Medica 16.8 Medicines & food supplements 124.8 Megafon 11.8 Commercial services 120.1 Evalar 11.4 Transport & accessories 108.1 Don-Stroy 11.0 Mass media 99.8 Capital Group 9.3 Real estate services 66.5 Bee Line 8.8 Financial services 54.4 CTC 8.6 Medical services 47.1 Sollers 8.6 Communication services 46.1 Sky Link 8.2 Entertainment 41.9 Source: TNS Gallup Media Source: TNS Gallup Media

Top ten radio owners (2008) Radio revenue Owner US$ (mill) Evropeyskaya Media 192.1 Veschatelnaya Korporatsiya 172.2 Russkaya Media Gruppa 127.7 VGTRK 91.6 Gazprom-Media 81.9 Obedinennye Media 38.0 News Media Radio Group 32.4 Media Khold 24.4 Arnold Prize 13.9 Concern Radio-Centre 0.7 Source: TNS Gallup Media

322 RUSSIA: OUTDOOR

OUTDOOR

Number of outdoor sites: approx. 195,600

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month US$ Back lit 493 95-22,006 Back lit roof top 232 761-56,984 Billboard 111,382 38-7,245 Bus shelter 7,818 136-226 Clock 194 42-136 Computer screen 341 - Cylinder 1,116 136-589 Kinetic board 5,701 136-1,509 Lamppost sign 7,654 127-226 Light box 22,370 136-1,509 Multipanel 9 362 Neon roof sign 489 408-38,934 Overpass billboard 1,300 127-26,100 Painted wall 2,725 80-264,073 Pedestrian fence 577 217-3,677 Pillar 9,890 217-589 Product model 9 136-9,459 Roof top 269 190-45,626 Rotary box 176 30-3,396 Spectacular 673 95-316,888 Trivision 19,490 35-30,187 Unipole 2,749 761-6,692 Source: TNS Gallup Media

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser US$ (mill) Bee Line 36.4 Mobile Telesystems 26.4 Samsung Electronics 24.5 Megafon 23.5 Baltika 22.6 M. Video 16.1 Sun Inbev 13.7 Ford 13.2 Moscow Government 12.8 Eldorado 12.5 Source: TNS Gallup Media

323 RUSSIA: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category US$ (mill) Trademark advertising 287.5 Commercial services 269.8 Transport & accessories 177.0 Communication services 120.7 Financial services 100.1 Social advertising 91.0 Mass actions 89.3 Public services 82.8 Soft drinks & beer 79.1 Real estate services 76.1 Source: TNS Gallup Media

Top ten outdoor contractors (2008) Outdoor revenue Contractor US$ (mill) News Outdoor 349.9 Gallery 109.0 V.E.R.A.-Olymp 65.5 Anko 42.3 Nike 41.7 Bigboard 39.0 Poster 30.8 Reklama-Servis 30.1 RASVERO 30.0 Advertising Centre. 17.8 Source: TNS Gallup Media

324 RUSSIA: CINEMA

CINEMA

Number of cinema screens: 1,890 Source: Karo Film

Average cost of a 60 sec. spot per screen per week: US$45 Source: ZenithOptimedia

Average CPT: US$200

Number of screens used in typical national campaign: 120+ Source: ZenithOptimedia

Trend in admissions Admissions Gross takings (mill) US$ (mill) 2002 - 101.1 2003 - 172.0 2004 - 242.5 2005 - 315.8 2006 85.7 412.0 2007 92.7 565.0 2008 126.6 742.0 Source: ZenithOptimedia

Cinema audience profile Age % 16-24 33.7 25-34 27.6 35-49 22.8 50+ 15.9 Sex % Male 44.7 Female 55.3 Status % A (Low) 26.1 B (Middle) 29.1 C (High) 18.5 n/a 26.4 Source: M'Index 2008/2 - Russia

325 RUSSIA: CINEMA

Top ten films (2008) Gross takings Film US$ (mill) Ironiya Sudby 2 49.9 Madagascar 2 40.8 Admiral 33.7 Mummy 3 27.8 Samiy Lutcshiy Film 27.6 Wanted 26.3 Hancock 26.0 Kung-Fu Panda 20.9 Quantum Of Solace 18.1 Indiana Jones and the Kingdom of the Crystal Skull 17.0 Source: Karo Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser US$ (mill) Category US$ (mill) Coca-Cola 8.4 Soft drinks & beer 14.2 Samsung Electronics 3.0 Mass media 3.8 Wrigley's 2.3 Communications 3.7 Beiersdorf 2.3 Confectionery 3.3 Pepsi Co 2.1 Beauty & healthcare 3.2 Anti-HIV/AIDS Partnership 1.7 Transport & accessories 2.8 Sun Inbev 1.7 Audiovisual/photo 1.9 Ford 1.1 Social advertising 1.7 Swatch Group 0.7 Mass actions 0.9 Heineken 0.7 Commercial services 0.9 Source: TNS Gallup Media Source: TNS Gallup Media Top cinema Top cinema owners (2008) sales houses (2008) Cinema revenue Sales house Owner US$ (mill) KinoMedia Kinostar 12.1 Cinema 360 Karo Film 8.9 Formula Kino Formula Kino 7.7 Source: Karo Kinomax 6.1 Cinema Park 4.5 Pyat Zvezd 1.4 Centrfilm 0.4 Source: TNS Gallup Media

326 RUSSIA: INTERNET

INTERNET

Homes with internet connection: 10,270,000 (40.5%)

Adult internet users: 37,500,000 (31.0%)

Adult internet users with home broadband: 24,750,000 (20.5%)

Typical monthly cost of internet access: US$21.36

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type US$ Keyword US$ 240*400 8.0 mail 1.9 300*250 10.1 бесплатно (free) 12.0 Width*90 7.0 игры (games) 4.4 Fullscreen 60.3 одноклассники (classmates) 6.8 Source: ZenithOptimedia records онлайн (online) 12.0 работа (job) 2.3 Internet user profile скачать (download) 1.9 Age % смотреть (to watch) 1.9 16-24 33.7 фильм (film) 4.4 25-34 28.0 фото (photo) 6.8 35-44 19.1 Source: yandex 45-54 12.6 55-64 4.3 65+ 2.2 Sex % Male 50.7 Female 49.3 Status % A (Low) 22.8 B (Middle) 30.0 C (High) 20.6 n/a 26.6 Source: M'Index 2008/2 - Russia

327 RUSSIA: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Search engine Site per month yandex.ru mail.ru 18,000,000 google.ru yandex.ru 17,724,500 rambler.ru odnoklassniki.ru 16,000,000 qip.ru vkontakte.ru 15,000,000 Source: liveinternet.ru rambler.ru 14,157,125 livejournal.com 5,303,000 life.ru 4,888,000 mamba.ru 4,505,000 liveinternet.ru 3,858,000 kp.ru 3,530,000 Source: ZenithOptimedia Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser US$ (mill) Category US$ (mill) Ford 9.6 Auto 32.5 Honda 8.8 FMCG 23.4 MTS 8.0 Mobile & telecoms 13.0 Megafon 7.2 Finance 13.0 Peugeot Citroen 6.4 Retail 7.8 Beeline 6.0 IT 7.8 General Motors 5.6 Consumer electronics 7.8 Nissan 5.2 Entertainment 3.9 Samsung 4.8 Mass media 3.9 P&G 4.4 Real estate 3.9 Source: ZenithOptimedia Source: AdMon

Top internet sales houses (2008) Internet revenue Sales house US$ (mill) IMHO VI 80.0 Mail.ru 65.0 RBC 50.0 Odnoklassniki.ru 25.0 Index20 20.0 MediaSelling 10.0 SOL 7.0 Vkontakte.ru 5.0 Source: AdMon

328 RUSSIA: OVERALL

OVERALL Top ten overall advertisers (2008) Media expenditure Advertiser US$ (mill) Procter & Gamble 647.0 L'Oréal 390.5 Unilever 298.3 Henkel Group 267.5 Mars-Russia 253.7 Nestlé 247.7 Danone 235.6 Bee Line 226.7 Coca-Cola 222.3 Mobile Telesystems 211.2 Source: TNS Gallup Media Top ten overall product categories (2008) Media expenditure Category US$ (mill) Commercial services 1,806.4 Beauty & healthcare 1,663.4 Transport & accessories 1,276.0 Food 1,158.7 Soft drinks/beer 1,147.6 Communication services 956.7 Medicines & food supplements 885.4 Mass actions 643.1 Confectionery 632.9 Financial services 626.2 Source: TNS Gallup Media

329 SERBIA: ECONOMIC DATA

SERBIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 58.45 CSD at 2008 rate

Gross Domestic Product (CSD billion) at current prices 708.4 919.2 1,095.4 1,310.3 1,607.8 1,891.3 2,147.8 2,558.3 % change - 29.8 19.2 19.6 22.7 17.6 13.6 19.1 at 2008 prices 1,609.4 1,747.7 1,895.6 2,043.9 2,158.3 2,270.6 2,427.2 2,558.3 % change - 8.6 8.5 7.8 5.6 5.2 6.9 5.4

Gross Domestic Product per capita (CSD 000s) at current prices 70.3 91.8 110.1 132.4 163.1 192.2 218.5 260.0 at 2008 prices 159.8 174.6 190.5 206.5 218.9 230.7 246.9 260.0

Gross Domestic Product (US$ million) at current prices 12,120 15,726 18,741 22,417 27,507 32,357 36,746 43,769 at 2008 prices 27,535 29,900 32,430 34,968 36,926 38,846 41,527 43,769

Gross Domestic Product per capita (US$) at current prices 1,204 1,571 1,883 2,264 2,790 3,288 3,738 4,448 at 2008 prices 2,734 2,987 3,259 3,532 3,745 3,948 4,225 4,448

Population Millions 10.1 10.0 10.0 9.9 9.9 9.8 9.8 9.8

Consumer Price Index 2008=100 44.0 52.6 57.8 64.1 74.5 83.3 88.5 100.0 %change 95.0 19.5 9.9 10.9 16.2 11.8 6.2 13.0

Adspend as a % of GDP - - 1.71 2.01 2.59 2.53 3.47 3.15

Advertising Expenditure Growth (%) at current prices - - - 40.9 58.3 15.0 55.7 8.0 at 2008 prices - - - 27.0 36.2 2.8 46.6 -4.5 Source: IFS, ZenithOptimedia

330 SERBIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in CSD (mill) at current prices Total Newspapers Magazines TV Radio Cinema Outdoor Internet 2003 18,682 680 654 17,349 - - - - 2004 26,331 1,164 1,280 23,887 - - - - 2005 40,538 1,705 1,879 36,954 236 - 864 41 2006 46,241 2,548 2,440 41,253 465 - 1,118 93 2007 72,045 5,850 3,496 62,700 695 40 1,550 280 2008 77,089 6,414 4,168 66,507 1,000 50 1,950 466

Advertising expenditure in CSD (mill) at constant 2008 prices Total Newspapers Magazines TV Radio Cinema Outdoor Internet 2003 32,329 1,176 1,131 30,022 - - - - 2004 41,072 1,816 1,996 37,261 - - - - 2005 54,419 2,289 2,522 49,608 317 - 1,160 56 2006 55,514 3,059 2,929 49,526 558 - 1,342 112 2007 81,418 6,611 3,951 70,857 785 45 1,752 316 2008 77,089 6,414 4,168 66,507 1,000 50 1,950 466 Source: Arianna, AGB, Adex, Strategic Marketing, Agency estimates Notes: 1. Before discounts 2. Excludes production costs 3. Excludes agency commission 4. Excludes classified

Main advertising restrictions Tobacco: Banned. Alcohol: Wine and beer only, but they may not be advertised on TV between 0600 and 1800, on TV or radio during driving or children's programmes, in cinemas/theatres before 2000, or near schools and playgrounds. Pharmaceutical: Advertising of prescription medicines banned, but advertising of healthcare institutions is allowed. Advertising of OTC drugs is permitted. Children's: Scenes with child actors cannot include any violence, and children cannot appear in ads for alcohol or politics. Political: Advertising public services and government is allowed in matters of public interest, but ads containing preventative measures cannot be used in self-promotion.

331 SERBIA: POPULATION

POPULATION

Land area (km²) 77,474 Capital city Language Serbian Currency Dinar (CSD)

Population by age Male Female Total (000s) (000s) (000s) 0-15 622 589 1,212 16-24 431 413 844 25-34 519 506 1,026 35-44 476 483 958 45-54 533 553 1,086 55-64 459 503 962 65+ 533 730 1,263 Total 3,574 3,776 7,350 Source: Statistical Office of the Republic of Serbia

Adult status Male Female Total (000s) (000s) (000s) AB 373 324 697 C1 1,402 1,195 2,596 C2 699 811 1,509 D 374 523 897 E 115 369 484 Total 2,962 3,221 6,183 Source: Statistical Office of the Republic of Serbia

Definition of working population status (top level of education achieved) AB = university C1 = secondary school C2 = primary school D = primary school 4-7 years E = none/primary 1-3 years

332 SERBIA: TELEVISION

TELEVISION

Number of households: 2,520,597

Number of television households: 2,427,335 (96.3%)

Television homes with: Colour 98.0% VCR 8.3% DVD 40.9% PVR/DVR 1.5% Multiset 37.2% Cable (connection) - total 38.3% Digital cable (connection) <1% Satellite dish (DTH) - total 6.1% Digital satellite dish 4.7% Digital terrestrial television (DTT) <1% IPTV <1% Source: AGB Nielsen

TV licence cost (per year): €65

Average minutes viewed per day per adult: 306

Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 8 Cable (digital) 13 DTH (digital) 8 IPTV 7 Source: ZenithOptimedia estimates

333 SERBIA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial RTS 1 98.2 24 694 RTS 2 96.6 24 407 Pink 94.4 24 1,269 B92 92.6 24 1,166 Fox 87.6 24 1,052 Avala 85.6 24 692 Happy TV 73.6 12 510 Studio B - 24 492 Novi Sad 1 - 24 263 Ultra - 24 1,083 Kosava 73.6 12 226 Source: AGB Nielsen

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € RTS 1 2000 4,041 1,006 4.0 RTS 2 2200 591 185 3.2 Pink 2100 5,388 746 7.2 B92 2200 4,313 297 14.5 Fox 2200 2,251 204 11.0 Avala 2100 479 109 4.4 Happy TV 1200 377 28 13.3 Studio B 2200 198 46 4.3 Novi Sad 1 1700 386 31 12.5 Ultra 2000 94 11 8.1 Kosava 2200 291 43 6.8 Source: AGB Nielsen - Rate card prices

Average CPT (all commercial channels): €6.8

334 SERBIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (mill) Commercial RTS 1 26.2 27.2 105.4 RTS 2 7.6 7.9 21.6 Pink 21.7 21.4 354.7 B92 8.7 8.9 164.7 Fox 6.4 6.3 133.3 Avala 3.7 3.8 24.5 Happy TV 1.5 0.9 9.1 Studio B 1.3 1.4 3.2 Novi Sad 1 1.0 1.0 4.3 Ultra 0.9 0.5 1.4 Kosava 0.8 0.8 3.7 Source: AGB Nielsen - Rate card prices

Top ten television programmes (2008) Adult Programme Channel TVR Domestic serial: Selo gori a baba se ceslja RTS 1 38.8 Domestic serial: Moj rodjak sa sela RTS 1 36.3 Duel - Presidential elections 2008: Boris Tadic - T. Nikolic RTS 1 34.3 Eurosong - fiinals RTS 1 32.2 Domestic serial: Ranjeni orao RTS 1 30.8 News: Dnevnik 2 RTS RTS 1 28.7 Domestic serial: Bela ladja RTS 1 27.1 Folk music New Year's show: Narodno veselje Pink 25.7 Australian Open 2008 finals: Novak Djokovic - Wilfried Tsonga RTS 2 25.0 Domestic Comedy show: Kursadzije Pink 25.0 Source: AGB Nielsen

335 SERBIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser Euro (mill) Category Euro (mill) Procter & Gamble 51.2 Food & soft drinks 184.5 Henkel 35.4 Cosmetics 145.4 Coca-cola 31.7 FMCG 86.5 VIP Mobile 31.7 Telecommunications 82.6 L'Oréal 30.6 Hobbies 73.4 Beiersdorf 24.6 Coffee & alcohol 51.1 Telecom Serbia 22.2 Banks 47.1 Apatin Brewery 22.1 Trade 39.1 Telenor 21.8 Medicine 21.5 National Lottery 21.4 Politics 19.6 Source: AGB Nielsen - Rate card prices Source: AGB Nielsen - Rate card prices

Top television Top ten television owners (2008) sales houses (2008) TV revenue TV revenue Owner Euro (mill) Sales house Euro (mill) RTS 32.4 Direct Media 49.6 Pink 70.1 Universal McCann 16.6 B92 21.3 Media Pool 16.2 Fox 9.2 Media House 13.1 Avala 3.2 One Media 8.9 Source: Serbian Business Registers Agency Mass Media 5.4 Media S Smvg 3.3 OMD Media 2.4 Initiative 2.1 Doticni 0.6 Source: ZenithOptimedia estimates/Serbian Business Registers Agency

336 SERBIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily N=National R=Regional Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € (d, N) 250 376 2,734 7 2,734 Blic (d, N) 168 789 2,728 3 4,970 24 sata (d, R) 150 172 1,563 9 2,325 Vecernje novosti (d, N) 144 521 2,204 4 3,912 Press (d, N) 125 394 2,000 5 2,317 Gazeta (d, N) 120 - 1,950 - 3,621 Alo! (d, N) 86 245 1,650 7 1,650 (d, N) 74 145 2,194 15 3,163 (d, N) 25 - 1,094 - 1,750 Sportski zurnal (d, N) 24 86 901 10 1,213 Pregled (d, N) 20 - 825 - 1,050 Sport (d, N) 16 49 482 10 742 Magyar Szo (d, R) 9 16 250 15.6 - Pravda (d, N) - 64 1,117 17 1,478 Glas (d, N) - 25 733 29 1,366 Kurir sport (d, N) - 9 1,688 198 1,688 (d, N) - 5 2,438 497 2,438 Source: Sold Circulation ABC Serbia - bold font , Printed Circulation Claimed by media owner - regular font, SMMRI PrAdEx - Readership and Rate card prices

Average CPT (B/W): €7.8

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser € (000s) Telekom Srbija 4,440.4 Telenor 2,793.2 VIP Mobile 1,907.7 Serbian Radical Party 1,166.9 Delta Maxi 1,051.9 General Motors 1,022.0 Lilly Drogerie 725.4 National Lottery Of Serbia 717.4 Renault 712.2 Idea Supermarket 696.4 Source: SMMRI PrAdEx - Rate card prices

337 SERBIA: NEWSPAPERS

Top ten newspaper product categories (2008) Newspaper expenditure Category € (mill) Media 17.9 Telecommunications 9.5 Politics 7.5 Banks 7.4 Transport 7.3 Services 6.2 Trade 5.6 Culture/sports/leisure 4.2 Electrical appliances 2.1 Industry 1.7 Source: SMMRI PrAdEx - Rate card prices

Top ten newspaper owners (2008) Newspaper revenue Owner € (mill) Ringier 22.3 Politika 17.4 Novosti 16.0 Press Publishing Group 12.1 Kurir info 4.4 Dan 2.8 Pravda press 2.2 Media News Group 1.7 Ecoprint 1.3 Standard press 0.1 Source: SMMRI PrAdEx - Rate card prices Top ten newspaper sales houses (2008) Newspaper revenue Sales house € (mill) Direct Media 10.8 Universal McCann 3.6 Media Pool 3.5 Media House 2.9 One Media 1.9 Mass Media 1.2 Media S Smvg 0.7 OMD Media 0.5 Initiative 0.4 Doticni 0.1 Source: ZenithOptimedia estimates/Serbian Business Registers Agency

338 SERBIA: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Women's Blic Zena (w) 244 795 2,250 2.8 Gloria (w) 80 230 1,857 8.1 Puls (w) 74 124 1,463 11.8 Story (w) 70 138 1,486 10.7 Lisa (w) 70 100 1,476 14.8 Grazia (m) 60 61 2,801 45.6 The Best Shop (m) 50 83 2,108 25.3 Hello! () (w) 47 62 1,221 19.8 Cosmopolitan (m) 45 102 2,840 27.7 Bazar (f) 35 62 775 12.6 Glam Shopping (m) 35 - 1,922 - Elle (m) 30 53 2,931 55.5 Sofia (m) 30 - 992 - Gala Style (m) 30 - 2,345 - Joy (m) 27 137 1,026 7.5 Jolie (m) 25 30 1,623 53.5 Ilustrovana politika (w) 25 27 500 18.3 Ana (m) 20 - 625 - Stil (w) - 130 771 5.9 Tina (f) - 69 805 11.6 Cica (w) - 30 1,036 34.3 Cooking Debeli ali srecni (m) 300 255 1,859 7.3 Kuhinjica (m) 102 164 821 5.0 Dobra hrana (m) 50 - 874 - Sale e Pepe (m) 40 - 819 - Jelo i pice (m) 26 - 763 - Health/beauty Top Zdravlje (m) 72 111 710 6.4 Mama (m) 40 - 709 - Viva (m) 30 46 525 11.5 Trudnoca (Adria) (m) 30 - 517 - Lepota i zdravlje (m) 29 336 1,016 3.0 Vita (m) 25 30 1,425 47.0 Sensa (m) 20 22 1,700 77.3 Moja beba (m) 20 113 408 3.6 Bilje i zdravlje (f) 16 128 509 4.0 Lekovito bilje (m) - 80 407 5.1 Zdravlje i lepota (m) - 66 784 11.9

339 SERBIA: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Moje dete (m) - 47 408 8.6 Zdrav zivot (m) - 41 305 7.5 Tabloid Svet (w) 124 306 1,020 3.3 Scandal! (w) 57 230 883 3.8 House/furniture/garden Magazin Politika (w) 120 162 1,742 10.8 Lisa Moj stan (m) 40 129 908 7.0 Casaviva (m) 40 - 1,324 - Moja lepa basta (m) 30 124 825 6.6 The Best Home (m) 30 31 1,638 53.0 Kuca stil (m) 25 84 866 10.3 Lisa Zivot sa cvecem (m) 25 33 655 19.7 Brava Casa (m) 22 114 814 7.2 Zov (f) 15 28 175 6.2 Dobro jutro (m) - 54 263 4.8 Moc prirode (m) - 15 205 13.4 Teenage Bravo (f) 74 93 1,019 11.0 OK magazin (m) 70 - 1,234 - Bravo Girl (m) 70 - 459 - (w) 40 - 688 - Huper (m) 20 - 525 - Boomerang (m) - 10 385 38.1 Computers/mobiles (m) 49 142 550 3.9 MobiTech (m) 18 33 303 9.2 PC Press (m) 15 43 764 17.6 Mobilni Magazin (m) 12 13 650 50.9 Mobil Mega (m) 10 81 529 6.6 Digital Magazine (m) 10 21 612 29.3 Mikro PC World (m) 7 32 619 19.1 Bravo Screen Fun (m) - 16 505 32.4 Explorer (m) - 9 646 70.9 Com Gsm info (m) - 5 513 101.4 Cars Auto Bild (f) 35 44 760 17.3 Sat plus (f) 25 167 795 4.8 Vrele gume (m) 20 57 1,032 18.0 Auto start (m) 17 42 506 12.0 Top Speed (m) 15 71 711 10.0 Men's Playboy (m) 40 41 1,847 44.7

340 SERBIA: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Maxim (m) 40 41 1,750 42.8 The Men (m) 40 - 982 - Men's Health (m) 25 76 1,778 23.5 CKM (m) 17 129 1,023 7.9 FHM (m) - 39 1,018 26.0 Business & politics Standard (w) 25 12 795 68.4 Nin (w) 24 42 650 15.3 (w) 18 25 563 22.8 Ekonomist magazin (w) 10 - 607 - E magazin (Color Pre (m) 10 - 813 - Status (m) 5 6 1,015 160.0 Revija 92 (w) - 17 163 9.7 Nedeljni telegraf (w) - 14 675 46.9 Travel/culture/science City Magazine (m) 60 - 3,030 - National Geographic (m) 40 61 2,304 37.9 Yellow Cab (m) 20 - 812 - Travel magazine (m) 10 16 1,014 63.4 ReFoto (m) - 10 563 59.1 Source: Sold Circulation ABC Serbia - bold font , Printed Circulation Claimed by media owner - regular font, SMMRI PrAdEx - Readership and Rate card prices

Average CPT (Colour): €11.6

341 SERBIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) L'Oréal 1,522.4 Cosmetics 8,461.8 Beiersdorf 1,290.6 Clothes 5,651.1 Procter & Gamble 1,227.4 Food & soft drinks 4,871.0 Radix 780.8 Services 4,447.1 Telenor 644.6 Transport 3,509.8 Nectar, Backa Palanka 640.5 Medicine 3,047.5 Bambi 536.3 Media 2,994.0 Diparko Beograd 462.5 Home/office furniture & equipment 2,709.1 Telecom Serbia 409.9 Banks 2,322.1 VIP Mobile 405.6 Telecommunications 2,159.7 Source: SMMRI PrAdEx - Rate card prices Source: SMMRI PrAdEx - Rate card prices

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner € (000s) Sales house € (000s) Adria Media Serbia 8,851.0 Direct Media 9,434.8 Color Press Group 8,705.7 Universal McCann 3,155.9 Europapress 5,853.3 Media Pool 3,072.1 Ringier 3,758.0 Media House 2,489.6 Attica Media 3,284.1 One Media 1,697.8 Politika 2,686.3 Mass Media 1,036.2 Media max 2,482.4 Media S Smvg 625.6 Halo oglasi 1,903.3 Omd Media 452.9 JA Co. plus 1,130.8 Initiative 391.9 EMG 1,103.5 Doticni 108.4 Source: SMMRI PrAdEx - Rate card prices Source: Agency estimates/Serbian Business Registers Agency

342 SERBIA: RADIO

RADIO Number of radio households: 2,395,131 (95.0%) Source: SMMRI Number of commercial radio stations: 324 Source: Republic Broadcasting agency Average daily listening minutes per adult: 174 Source: SMMRI Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) National B92 general 0800 300 177 1.7 Radio S general 1000 94 130 0.7 Beograd I general 0700 38 124 0.3 Index general 1100 30 33 0.9 Beograd 202 general 0900 15 29 0.5 Roadstar general 1100 41 31 1.3 general 1000 26 20 1.3 Beograd II general 1500 8 9 0.9 Main regional Pink general 1000 15 20 0.8 AS FM - Novi Sad general 1200 17 16 1.1 Naxi general 1100 15 18 0.8 Belle Amie Folk general 1000 7 19 0.3 TDI general 1000 15 12 1.2 TOP FM general 1000 15 12 1.3 Novi Sad 1 general 0900 4 11 0.3 Subotica HU general 1000 2 13 0.1 021 Novi Sad general 0900 7 12 0.6 Studio B general 0700 11 12 0.9 Source: SMMRI

Average CPT (all commercial stations): €0.9

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Sales house Owner € (000s) Radio 021 - Mreza Vojvodjanskih stanica Radio S 1,282 A-Media Roadstar Radio 502 Source: ZenithOptimedia Radio Index 321 B92 - Radio Beograd - Source: Serbian Business Registers Agency

343 SERBIA: OUTDOOR

OUTDOOR

Number of outdoor sites: 8,300

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (€) Billboard 4x3 2,689 500 Billboard 5.04x2.38 1,681 500 Backlight 4x3 662 1,200 Backlight 8x3 29 2,200 Scroll 4x3 196 840 Scroll 8m2 82 680 Senior 8m2 48 760 City light 1.17x1.75 2,659 260 Column 24 520 Bigboard 7.7x3 12 740 Bigboard 10x5 37 2,100 Bigboard 12x5 59 2,900 Bigboard 8x3 121 740 Trivision 14x4 3 3,400 Bigboard 16x3 1 2,750 Bigboard 24x3 5 3,800 Bigboard 12x3 2 1,900 Source: Service providers (Alma Quatro, JCDecaux, Media Max, Akzent Media, AdverCity, Uniko)

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser € (000s) VIP Mobile - Danube Foods Group 860.7 Coca-Cola 838.9 Serbian Radical Party - Porsche 563.3 Democratic Party - Delta Holding 518.7 Kolinska 509.3 Telenor - Beiersdorf 440.4 Source: Alma Quatro

344 SERBIA: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category € (000s) Groceries 5,007.2 Telecommunications - Government 1,833.8 Entertainment/leisure 1,781.9 Financial 1,733.1 Fashion 1,540.7 Motors 1,306.7 Non-fashion retailers 848.5 Beers 831.9 Personal care 812.9 Source: Alma Quatro Top outdoor contractors (2008) Outdoor revenue Contractor € (000s) Alma-Quattro 16,269 Maxim & Co 4,334 Masel Group 3,675 Media Max 2,178 Advercity 1,738 Struktura9 1,702 Europlakat Yu 1,465 Akzent Media 1,273 Source: Serbian Business Registers Agency (www.apr.gov.rs) - Real money

345 SERBIA: CINEMA

CINEMA

Number of cinema screens: 140 Source: Film Center Serbia

Average cost of a 60 sec. spot per screen per week: €1,000 Source: ZenithOptimedia estimate

Average CPT: €80

Number of screens used in typical national campaign: 5-10 (i.e. one or two multiplexes) Source: ZenithOptimedia estimate

Trend in admissions Admissions Gross takings (mill) € (mill) 2004 2.9 5.6 2005 2.7 5.9 2006 1.6 4.0 2007 1.4 3.5 2008 1.5 4.1 Source: Film Center Serbia

Cinema audience profile Age % 16-24 25.6 25-34 21.0 35-49 26.2 50-70 27.2 Sex % Male 48.6 Female 51.4 Status % Status 1 (Top 10%): TGI SEL 16.8 Status 2 (Next 20%): TGI SEL 26.4 Status 3 (Next 30%): TGI SEL 33.5 Status 4 (Next 40%): TGI SEL 23.3 Source: TGI

346 SERBIA: CINEMA

Top ten films (2008) Gross takings Film € (000s) Carlston and Vendeta 408.2 Obituary for Escobar (domestic) 361.4 Sex & The City 306.3 Quantum of Solace 158.4 Indiana Jones and the Kingdom of the Crystal Skull 151.5 Madagascar 2 140.9 Vicky, Christina, Barcelona 130.2 The Dark Knight 119.0 Mamma mia! 111.6 Astérix aux Jeux Olympiques 102.6 Source: Film Center Serbia

Top ten cinema advertisers (2008) Top cinema Advertiser product categories (2008) Coca-Cola Category In Bev Non-alcoholic drinks L'Oréal Beer Erste Bank Sweets Nestlé Banks Bambi Cosmetics Renault Transport New Yorker Source: TUCK Hypo Bank Source: TUCK Top cinema owners (2008) Owner Tuckwood Dom Sindikata Ster Cinemas Roda Cineplex Kolosej Art Vista Beograd Film Kvart Kraljevo Cinema Zrenjanin Source: ZenithOptimedia

347 SERBIA: INTERNET

INTERNET

Homes with internet connection: 831,800 (33.0%) Source: Statistical Office Of The Republic Of Serbia Adult internet users: 2,035,000 (33.1%) Source: Statistical Office Of The Republic Of Serbia Adult internet users with home broadband: 970,000 (15.8%) Source: Statistical Office Of The Republic Of Serbia Typical monthly cost of internet access: €14 Source: ZenithOptimedia estimate Average minutes spent online Per day Adults At home 7 At work 27 Total 34 Source: TGI Cost of display ads Typical cost per thousand Type (€) Banner (728x90,160x600) 3 Pop-up (250x250) 7 Expandable 5 Take over 18 Source: Httpool Serbia

Internet user profile Age % 16-24 21.3 25-34 21.5 35-54 41.3 55-64 12.9 65-70 3.0 Sex % Male 52.6 Female 47.4 Status % Status 1 (Top 10%): TGI SEL 22.3 Status 2 (Next 20%): TGI SEL 36.3 Status 3 (Next 30%): TGI SEL 29.2 Status 4 (Next 40%): TGI SEL 12.3 Source: TGI

348 SERBIA: INTERNET

Top ten internet sites (2009) Top ten search engines (2008) Unique visitors Search engine Site per month www.google.com www.b92.net 1,900,000 www.google.rs www.blic.rs 1,850,000 www.bing.com www.burek.com 850,000 www.krstarica.com www.naslovi.net 700,000 www.pogodak.rs www.infostud.com 520,000 Source: Httpool Serbia www.poznanici.com 500,000 www.pressonline.com 480,000 www.mtsmondo.com 460,000 www.politika.rs 450,000 www.krstarica.com - Source: Httpool Serbia Top ten internet Top internet product advertisers (2008) categories (2008) Advertiser Category VIP Mobile Telenor Automotive Banca Intesa Financial institutions Renault FMCG Telekom Srbija Other EFG Bank Source: Httpool Serbia Casino Beograd Nokia Studio Moderna Toyota Source: Httpool Serbia

Top ten internet Top internet owners (2008) sales houses (2008) Owner Sales house B92 Httpool Serbia Ringier Google Mobilnisvet.com/itsvet.com Source: Httpool Serbia Telekom Srbija Infostud Naslovi Benchmark Politika Novosti Press Source: Httpool Serbia

349 SERBIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 74 90 97 Newspapers 44 - - Magazines 35 - - Radio 82 92 - Cinema - 1 4 Internet 24 33 36 Source: AGB Nielsen (TV)/SMMRI (print/radio)/TGI (cinema/internet) OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 52.4 Food & non-alcoholic drinks 191.0 Henkel 35.5 Cosmetics 154.1 VIP Mobile 34.0 Telecommunications 94.3 L'Oréal 32.2 FMCG 87.5 Coca-Cola 32.2 Hobbies/leisure 79.5 Telecom Serbia 27.1 Banks 56.8 Beiersdorf 25.9 Coffee & alcohol 53.2 Telenor 25.2 Trade 45.6 Apatin Brewery 22.4 Media 40.0 National Lottery 22.2 Politics 27.5 Source: AGB Nielsen (TV), SMMRI (print) Source: AGB Nielsen (TV), SMMRI (print)

350 SLOVAKIA: ECONOMIC DATA

SLOVAKIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ million) at current prices 33,806 36,818 40,607 45,212 49,315 55,082 61,501 67,336 % change 8.2 8.9 10.3 11.3 9.1 11.7 11.7 9.5 at 2008 prices 47,018 49,559 50,375 52,125 55,364 59,206 64,300 67,336 % change 0.8 5.4 1.6 3.5 6.2 6.9 8.6 4.7

Gross Domestic Product per capita (€) at current prices 6,272 6,843 7,548 8,404 9,149 10,219 11,410 12,470 at 2008 prices 8,723 9,212 9,363 9,689 10,272 10,984 11,930 12,470

Gross Domestic Product (US$ million) at current prices 49,496 53,906 59,454 66,195 72,204 80,647 90,045 98,588 at 2008 prices 68,841 72,560 73,755 76,318 81,061 86,685 94,144 98,588

Gross Domestic Product per capita (US$) at current prices 9,183 10,020 11,051 12,304 13,396 14,962 16,706 18,257 at 2008 prices 12,772 13,487 13,709 14,186 15,039 16,083 17,466 18,257

Population Millions 5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4

Consumer Price Index 2008=100 71.9 74.3 80.6 86.7 89.1 93.0 95.6 100.0 % change 7.3 3.3 8.5 7.6 2.7 4.4 2.8 4.6

Ad.spend as a % of GDP 1.24 1.27 1.37 1.75 2.00 2.13 2.22 2.54

Advertising Expenditure Growth (%) at current prices 35.5 11.0 19.1 42.5 24.6 19.4 16.2 25.1 at 2008 prices 26.2 7.4 9.7 32.4 21.3 14.4 13.1 19.7 Source: IFS, ZenithOptimedia

351 SLOVAKIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 245 27 32 168 17 0 - - 1999 268 28 34 189 16 0 - - 2000 310 29 35 217 18 0 9 - 2001 420 37 45 298 25 0 15 - 2002 466 39 47 328 32 0 18 - 2003 555 49 58 394 37 0 16 - 2004 790 59 70 591 50 0 20 - 2005 984 65 78 747 58 1 29 7 2006 1,175 65 88 914 61 1 37 10 2007 1,366 72 108 1,064 60 1 45 16 2008 1,709 67 118 1,349 67 1 84 23

Advertising expenditure in € (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 452 50 60 311 31 0 - - 1999 447 47 56 317 27 0 - - 2000 462 44 53 324 27 0 14 - 2001 584 52 62 414 34 1 21 - 2002 627 53 64 442 43 1 25 - 2003 688 60 72 489 45 1 20 - 2004 911 67 81 682 57 0 23 - 2005 1,105 73 88 838 65 1 33 8 2006 1,263 69 95 983 65 1 40 11 2007 1,429 75 113 1,112 63 1 47 17 2008 1,709 67 118 1,349 67 1 84 23 Source: TNS A-Connect Notes: 1. Before discounts 2. Excludes classified 3. Excludes production costs 4. Excludes agency commission

Main advertising restrictions Tobacco: Banned. Alcohol: Between 2200 and 0600 only on TV and radio. Pharmaceutical: OTC only.

352 SLOVAKIA: POPULATION

POPULATION

Land area (km²) 48,800 Capital city Bratislava Languages Slovak Currency Euro (€) Source: CIA Factbook

Adult population by age Male Female Total (000s) (000s) (000s) 16-24 420 375 795 25-34 477 448 925 35-44 367 384 751 45-54 403 384 787 55-64 279 334 613 65+ 193 314 507 Total 2,139 2,239 4,378 Source: MML TGI 2008

Adult status Male Female Total (000s) (000s) (000s) AB 358 342 700 C1 309 310 619 C2 482 456 938 D 558 673 1,231 E 474 521 995 Total 2,181 2,302 4,483 Source: MML TGI 2008

Definition of adult status AB = higher/intermediate managerial C1 = supervisory/clerical C2 = skilled manual D = semi and unskilled manual E = subsistence/inactive

353 SLOVAKIA: TELEVISION

TELEVISION

Number of households: 1,993,000

Number of television households: 1,993,000 (100%)

Television homes with: Colour 81.0% VCR 18.0% DVD 46.0% PVR/DVR 18.7% Multiset 3.2% Cable (pass) 30.0% Cable (connection) - total 30.0% Digital cable (connection) 6.8% Satellite dish (DTH) - total 16.4% Digital satellite dish 3.7% Digital terrestrial television (DTT) 1.1% Source: MML TGI 2009

No TV licence fee Average minutes viewed per day per adult: 182 Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 5 Cable (digital) 12 Source: MML TGI 2009, TNS 2009

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial TV Markiza 96 24 1,512 TV JOJ 82 24 1,512 Jednotka 98 24 252 Dvojka 94 18 189 Trojka 55 18 189 TA3 73 16 1,008 JOJ Plus 55 24 1,512 Source: TNS 2009

354 SLOVAKIA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (€) (000s) (€) TV Markiza 1900-2300 350 504 0.7 TV JOJ 1700-2300 250 302 0.8 Jednotka 1900-2200 300 210 1.4 Dvojka 1900-2200 300 63 4.8 Trojka 1900-2200 300 13 23.8 TA3 1900-2200 500 13 39.7 JOJ Plus 1900-2200 150 34 4.5 Source: TNS 2009

Average CPT (all commercial channels): €1.9 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (mill) Commercial TV Markiza 33.3 32.9 94 TV JOJ 19.5 19.9 - Jednotka 15.5 15.6 - Dvojka 5.0 4.9 - Trojka 1.1 1.1 - TA3 1.8 2.1 - JOJ Plus 2.7 2.7 - Source: TNS 2009 Top ten television programmes (2008) Programme Channel Televizne noviny TV Markiza Slovensko má talent TV Markiza Televizne noviny dnes TV JOJ Bailando TV Markiza Športové noviny TV Markiza Aj múdry schybí TV Markiza Ako sa krotia krokodíly TV Markiza Reflex TV Markiza Modré z neba TV Markiza Dnes TV Markiza Source: TNS 2009

355 SLOVAKIA: TELEVISION

Top ten television Top ten product advertisers (2008) categories (2008) TV expenditure Total expenditures Advertiser € (000s) Category € (000s) Orange 18,950 Mobile communications 52,242 T-Mobile 16,995 Banks 36,794 T-Com 9,824 Private cars 28,404 Danone 7,167 Cosmetics 22,500 O2 7,036 Internet 18,841 Slovenska Sporitelna 5,532 Soft drinks 18,031 L'Oréal 5,014 Insurance company 16,790 Garnier 4,889 Shopping centres 10,046 Orion 4,573 Sweets 9,823 Coca-cola 3,808 Dairy products 9,393 Source: TNS 2009 Source: TNS 2009

Top television owners/sales houses (2008) TV revenue Owner € (mill) CME 94 J&T - Public TV owned by state - Source: TNS 2009

356 SLOVAKIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page F=Free Circulation readership B/W B/W Colour Title (000s) (000s) € € € Bratislavské noviny (w, R, F) 198 - 3,435 - 3,817 Nový čas (d, N) 192 1,110 7,250 6.5 8,600 Plus jeden deň (d, N) 90 353 3,950 11.2 4,846 Katolícke noviny (w, N) 88 196 2,490 12.7 2,490 Šport (d, N) 80 181 1,660 9.2 3,319 Reg. noviny - Košicko (w, R) 80 - 465 - 465 Pravda (d, N) 80 340 4,149 12.2 5,145 Sme (d, N) 75 369 3,800 10.3 5,400 Reg. noviny - Žilinsko (w, R) 57 - 365 - 365 Trnavské ECHO (w, R) 50 - 980 - 1,200 Reg. noviny - Trenčiansko (w, R) 50 - 332 - 332 Trenčianske ECHO (w, R) 50 - 980 - 1,200 Reg. noviny - Trnavsko (w, R) 45 - 365 - 365 Trnava dnes (w, R) 40 - 493 - 493 Reg. noviny - Martinsko (w, R) 39 - 365 - 365 Reg. noviny - Prievidzsko (w, R) 35 - 365 - 365 Korzár (d, R) 35 164 2,645 16.1 3,400 Reg. noviny - Senicko (w, R) 33 - 332 - 332 Reg. noviny - Topoľčiansko (w, R) 33 - 299 - 299 Reg. noviny - Zvolensko (w, R) 32 - 332 - 332 Reg. noviny - Oravsko (w, R) 31 - 299 - 299 Reg. noviny - Levicko (w, R) 30 - 299 - 299 Új Szó (d, N) 30 91 2,400 26.4 3,100 Žilinský večerník (w, R) 28 59 1,539 25.9 2,309 MY Nitrianske noviny (w, R) 26 - 877 - 1,196 Reg. noviny - Hlohovecko (w, R) 26 - 332 - 332 Reg. noviny - Žiarsko (w, R) 26 - 299 - 299 Reg. noviny - Gemersko (w, R) 25 28 266 9.4 266 Reg. noviny - Komárňansko (w, R) 25 - 266 - 266 Reg. noviny - Malacko (w, R) 23 - 332 - 332 Hospodárske noviny (d, N) 22 126 3,817 30.3 4,580 Reg. noviny - Senecko (w, R) 21 50 299 6.0 299 Reg. noviny - Pezinsko (w, R) 20 - 332 - 332 Avízo (d, N) 18 66 1,149 17.5 n/a Záhorák (w, R) 17 29 863 29.6 1,294 Kysuce (w, R) 15 30 929 31.3 1,261 MY Novohradské noviny (w, R) 12 44 1,116 25.3 1,562 Považskobystrické novinky (w, R) 11 17 332 19.3 465 MY Noviny stredného Považia (w, R) 11 18 1,116 62.5 1,562 MY Turčianske noviny (w, R) 11 19 1,276 65.7 1,754 MY Žilinské noviny (w, R) 10 28 1,116 39.8 1,562 MY Trnavské noviny (w, R) 10 22 1,116 51.6 1,562 MY Oravské noviny (w, R) 10 31 1,116 36.4 1,562 MY Kysucké noviny (w, R) 9 32 877 27.4 1,196 MY Trenčianske noviny (w, R) 8 21 1,116 52.5 1,562

357 SLOVAKIA: NEWSPAPERS

Newspapers cont. d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Full page F=Free Circulation readership B/W B/W Colour Title (000s) (000s) € € € Podvihorlatské noviny (w, R) 7 11 412 36.6 535 MY Liptovské noviny (w, R) 6 10 1,116 107.6 1,562 MY Hornonitrianske noviny (w, R) 6 22 1,116 50.4 1,562 Gemerské zvesti (w, R) 2 15 257 17.3 557 Source: TNS SK

Average CPT (B/W): €14.1

358 SLOVAKIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Volkswagen 3,750 Personal vehicles10,151 Orange 3,200 Mobile telecommunication6,310 T-Mobile 2,550 Banks 5,955 Mountfield 1,591 TV channels 3,699 TV Markiza 1,573 Radios 3,430 Telefonica O2 1,506 Real estate 2,443 Lidl 1,444 producers 1,594 Slovenska Sporitelna 1,443 Internet 1,487 Vub Banka 1,330 Insurance companies 1,368 Tatra Banka 1,123 Trucks/vans 1,321 Source: TNS SK Source: TNS SK

Top newspaper owners/sales houses (2008) Newspaper revenue Owner € (000s) Petit Press 25,580 Ringier 19,567 Perex 14,509 Spolocnost 7 plus 9,400 Ecopress 5,931 Sport Press 4,418 Source: TNS SK

359 SLOVAKIA: MAGAZINES

MAGAZINES

Magazines w=weekly 2w=twice weekly m=monthly Adult Full page Adult CPT q=quarterly y=annually Circulation readership Colour Colour Title (000s) (000s) € € Nový čas Víkend (w) 290 733 6,400 8.7 Nový Čas pre ženy (w) 264 391 6,400 16.4 TV Oko (w) 251 560 5,800 10.4 TV max (2w) 213 - 2,800 - Plus 7 dní (w) 200 664 5,942 8.9 Báječná žena (w) 191 328 4,813 14.7 MY Šport (w) 170 - 6,607 - Život (w) 146 517 6,400 12.4 Markíza (w) 140 381 5,315 14.0 Eurotelevízia (w) 139 313 5,500 17.6 Záhradkár (m) 138 342 2,954 8.6 Tabu (m) 132 - 1,328 - Nový čas Krížovky (m) 126 139 2,700 19.4 Magazín Plus jeden deň (w) 120 239 2,954 12.4 Dobré jedlo (m) 101 105 1,958 18.6 Jednota (m) 100 266 2,700 10.1 Tele plus (2w) 100 175 1,160 6.6 Kam do mesta (m) 100 - 2,710 - EMMA (m) 97 384 4,614 12.0 Zdravie (m) 97 408 4,614 11.3 Adam (q) 95 - 4,850 - Eva (m) 94 426 5,900 13.8 Magazín Pravdy (w) 88 239 2,821 11.8 Nový Čas Bývanie (m) 81 132 2,750 20.8 Šarm (w) 75 143 3,950 27.6 Moje zdravie (m) 65 100 2,660 26.7 Slovenka (w) 64 173 3,319 19.2 Relax (2w) 60 - 332 - Lišiak (m) 50 89 332 3.7 Moderná žena (m) 50 79 1,325 16.7 Chvíľka pre teba (w) 49 63 4,000 63.3 Pohoda (w) 47 91 3,400 37.5 Receptár (q) 40 - 2,700 - Pekné bývanie (m) 40 229 2,622 11.5 + 7 nap (w) 37 69 1,380 20.0 Vasárnap (w) 35 68 1,380 20.3 Stips.sk (q) 35 - 3,153 - Rebecca (m) 33 206 5,100 24.7 Nota bene (m) 32 117 1,788 15.2 Poľovníctvo a rybárstvo (m) 31 50 2,622 52.5

360 SLOVAKIA: MAGAZINES

Magazines cont. w=weekly 2w=twice weekly m=monthly Adult Full page Adult CPT q=quarterly y=annually Circulation readership Colour Colour Title (000s) (000s) € € Dom a bývanie (q) 30 - 1,925 - Interiér/Exteriér domu a bytu (q) 30 - 1,950 - L´Homme (q) 30 - 2,656 - Idea (y) 30 - 2,290 - Urob si sám (m) 30 51 2,490 49.1 Harmonia (m) 28 109 2,500 23.0 Dom a byt (m) 26 133 2,300 17.4 Travel-in (q) 25 - 2,955 - Auto Katalóg 2010 (y) 25 - 4,976 - Sports Illustrated (y) 25 - 4,312 - Top trendy v bývaní (y) 25 - 1,650 - Trend TOP 2009 (y) 25 - 4,440 - Trend TOP v cestovaní (y) 25 - 3,960 - Trend TOP v infotechnológiách (y) 25 - 4,440 - Trend TOP v motorizme (y) 25 - 4,440 - Trend TOP v priemysle (y) 25 - 3,960 - Trend TOP v reklame (y) 25 - 3,960 - Trend TOP v stavebníctve (y) 25 - 4,440 - Trend TOP vo finančníctve (y) 25 - 4,440 - Môj dom (m) 25 132 2,950 22.4 Slovensko a svet 2010 (y) 25 - 4,440 - Dámska Jazda (q) 21 - 2,622 - La Femme (m) 21 52 3,153 60.4 Auto Testy (y) 20 - 3,980 - Auto motor a šport (m) 20 213 4,150 19.5 Auto magazín (m) 20 149 3,791 25.5 Futbal magazín (m) 20 48 1,700 35.1 Brejk (m) 20 103 3,187 30.9 Kocúrkovo (m) 18 52 1,095 20.9 Hviezdy ciest (q) 16 - 3,319 - Diners Club magazine (q) 15 - 100 - Trend TOP reštaurácie a hotely (y) 15 - 1,220 - Trucker Katalóg (y) 15 - 3,260 - Autožurnál (m) 15 71 4,979 69.8 Autoburza (2w) 15 54 564 10.5 Family X (q) 13 - 3,000 - Cardio magazín (q) 10 - 1,850 - Playboy (m) 10 54 3,300 60.8 IT ročenka (y) 6 - 1,330 - Audi magazín SK (q) 5 - 2,954 - Fleet (q) 5 - 2,900 - eFocus (q) 4 - 2,000 - TOP Cars (q) 4 - 2,656 -

361 SLOVAKIA: MAGAZINES

Magazines cont. w=weekly 2w=twice weekly m=monthly Adult Full page Adult CPT q=quarterly y=annually Circulation readership Colour Colour Title (000s) (000s) € € Stavebnícka ročenka (y) 4 - 2,300 - Derma revue (q) 3 - 664 - Porsche magazín SK (q) 3 - 3,200 - Source: TNS SK

Average CPT (Colour): €16.1

362 SLOVAKIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) Orange 4,560.3 Personal vehicles 10,071 Volkswagen 2,891.0 Mobile telecommunication 7,917 T-Mobile 2,426.3 Banks 6,020 Unilever 2,094.8 Cosmetics 4,944 L'Oréal 1,922.6 TV channels 4,005 Tatra Banka 1,430.6 Mail order services 3,732 Slovenska Televizia 1,318.2 Radios 3,467 Telefonica O2 1,302.3 Furniture 3,039 Agentura Megavox 1,151.9 Internet 2,997 TV Products Zilina 1,126.1 Real estate 2,875 Source: TNS SK Source: TNS SK

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner € (000s) Sales house € (000s) Spolocnost 7 plus 29,166 Spolocnost 7 plus 29,166 Ringier 26,859 Ringier 26,859 Trend Holding 8,250 Trend Holding 8,250 TV Tip 5,668 TV Tip 5,668 Media Age 5,115 Media Age 5,115 Star Production 4,725 Star Production 4,725 Jaga Group 3,641 Jaga Group 3,641 Bauermedia 2,796 Bauermedia 2,796 Antar 2,520 Antar 2,520 Petit Press 2,178 Petit Press 2,178 Source: TNS SK Source: TNS SK

363 SLOVAKIA: RADIO

RADIO

Number of commercial radio stations: 33 Source: radia.sk

Average daily listening minutes per adult: 158 Source: MML 1+2/2009

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) National Expres music 1000-1100 863 330 2.6 Fun radio music 0900-1000 530 162 3.3 Okey music 0900-1000 266 75 3.5 Viva music 1100-1200 233 60 3.9 Slovensko 1 music 0800-0900 570 239 2.4 Fradio FM music 0800-0900 150 21 7.1 Regina talk 1000-1100 270 100 2.7 Main regional Radio Lumen religion 1200-1300 54 23 2.3 Radio Hey music 1100-1200 50 25 2.0 Radio Beta music 1300-1400 32 12 2.7 Radio Frontinus music 1000-1100 28 9 3.1 Source: ZenithOptimedia

Average CPT (all commercial stations): €2.9

Top ten radio advertisers (2008) Radio expenditure Advertiser € (000s) T-Mobile 1,908.8 Tipos 1,878.4 Orange 1,498.3 Novy Cas 1,232.2 Nay Elektrodom 1,115.4 Hornbach 1,106.6 Skoda 926.2 TV Joj 739.0 Kika Nabytok Bratislava 735.3 Mobelix Bratislava 720.8 Source: TNS SK

364 SLOVAKIA: RADIO

Top ten radio product categories (2008) Radio expenditure Category € (000s) Cars 4,138.7 GSM services 3,761.9 Magazines 3,137.3 Newspapers 2,737.9 Furniture 2,555.7 Shopping centres 2,357.8 Home electric appliances 2,262.3 Bets 1,867.7 www presentations 1,821.5 TV stations 1,779.6 Source: TNS SK

Top radio owners/sales houses (2008) Radio revenue Owner € (000s) Radio Expres 30,730 Fun Radio 13,137 Radio VIVA 10,935 Slovensko 1 9,948 Radio Okey 4,025 Rock FM/Radio_FM 1,382 Source: TNS SK

365 SLOVAKIA: OUTDOOR

OUTDOOR

Number of outdoor sites: 25,460

Type, size and cost of sites Number of Cost per panel Type/size of display sites € Billboard 16,500 226 Bigboard 650 1,826 Double-bigboard 40 3,984 Megaboard 100 - Backlight 170 1,160 Walls 400 - Citylight 7,600 280 Source: Stratégie, 2009

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser € (000s) Orange 3,757.4 T-Mobile 3,601.8 Rozne Drobne Akcia A Trvalky 2,326.2 T-Com 1,680.0 Prva Stavebna Sporitelna 1,480.8 O2 1,360.3 Vseobecna Uverova Banka 1,353.6 Ceskoslovenska Obchodna Banka 1,147.5 Nay Elektrodom 917.4 Tesco 810.1 Source: TNS SK

366 SLOVAKIA: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category € (000s) GSM services 8,736.6 Savings banks/banks 4,512.9 Shopping centre 3,176.7 Cars 3,113.8 Insurance companies 2,439.3 Real estate agencies 2,359.6 Building societies 1,865.3 Concerts 1,816.7 Other cultural events 1,705.3 Home electric appliances 1,688.0 Source: TNS SK

Top ten outdoor contractors (2008) Outdoor revenue Contractor € (000s) Akzent Media 21,947 Euro AWK 12,995 Ispa 11,306 Nubium 7,566 JCD 5,921 Bigmedia 5,772 Gryf 5,210 Rabaka 2,553 Sanca 1,109 Bigboard 1,084 Source: TNS SK

367 SLOVAKIA: CINEMA

CINEMA

Number of cinema screens: approx. 180 Source: Continetla Media + Palace Cinemas

Average cost of a 60 sec. spot per screen per week: €1,753 Source: Continetla Media + Palace Cinemas

Average CPT: €74

Number of screens used in typical national campaign: 63-80 Source: Continetla Media + Palace Cinemas

Trend in admissions Admissions (mill) 2002 2.9 2003 2.9 2004 2.8 2005 2.2 2006 3.4 2007 2.8 2008 3.4 Source: Continetla Media + Palace Cinemas

Cinema audience profile Age % 16-24 42.3 25-34 31.4 35-49 15.6 50+ 10.7 Sex % Male 53.1 Female 46.9 Income per month (€) % up to 133 27.1 133-415 18.8 415-498 11.4 498-664 20.2 more than 664 15.6 n/a 6.8 Source: MML 2009

368 SLOVAKIA: CINEMA

Top ten films (2008) Film Bathory Madagaskar 2 Mamma Mia! Asterix a olympijsky hry Wall-E Kung Fu Panda Let´s dance Step up Gympl Sex v meste Mumia: hrob dracieho cisara Source: Continetla Media + Palace Cinemas

Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house CINEMAX Continental media Palace cinemas Palace media Europa cinemas Source: Continetla Media + Palace Cinemas Tatrafilm Source: Continetla Media + Palace Cinemas

369 SLOVAKIA: INTERNET

INTERNET

Homes with internet connection: 1,239,650 (62.2%)

Adult internet users (18+): 1,621,378 (37.0%)

Adult (18+) internet users with home broadband: 650,142 (14.9%)

Typical monthly cost of internet access: €20

Average minutes spent online Top ten search keywords Per day Typical cost per click Adults Keyword € At home 70 nokia 0.19 At work 58 mobily 0.28 Total 128 sony ericsson0.15 Source: AIMmonitor obchod 0.30 online 0.29 Cost of display ads n95 0.14 Typical cost per thousand shop 0.25 Type € samsung 0.25 square 300×300 px 33 lg 0.24 layer + active pilot 63 orange 0.11 screen 34 Source: ZenithOptimedia interactive bent 53 PR article (per article) 690 Source: ZenithOptimedia Internet user profile Age % 16-24 29.9 25-34 26.9 35-54 31.2 55-64 6.4 65+ 0.8 Sex (14+) % Male 52.1 Female 47.9 Socioec. cat. (14+) % A 14.8 B 7.4 C1/C2 32.3 D 24.4 E1/E2/E3 21.2 Source: AIMmonitor

370 SLOVAKIA: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Search engine Site per month Google azet 1,219,816 Zoznam zoznam 1,178,439 Atlas + Centrum atlas 1,053,292 Source: CORE4 estimates sme 887,397 topky 674,522 aktuality 546,929 markiza 510,594 pravda 417,333 joj 362,184 profesia 347,678 Source: AIMmonitor Top ten internet product categories (2008) Internet expenditure Category € (000s) Telecommunications 5,442.5 Finance 4,014.1 Motoring 3,964.9 Food 2,388.8 Beauty products 1,994.8 Office equipment & home appliances 1,674.6 Services 1,502.2 Health 1,009.7 Other 960.4 Hobbies/leisure 689.5 Source: AIM

Top ten internet sales houses (2008) Sales house Zoznam Atlas + Netcentrum Petitpress Azet Perex Trendholding Acopress Computer Press JOJ Markiza Source: CORE4 estimates

371 SLOVAKIA: MEDIA REACH/OVERALL

MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television 64.0 98.9 99.3 Newspapers 44.6 63.2 67.0 Magazines - 52.3 76.0 Radio 62.3 94.2 96.3 Outdoor 64.1 94.9 98.2 Cinema - 4.4 8.7 Internet 33.7 37.9 52.3 Source: MML 2009 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Orange 94.9 Mobile communication 207.6 T-Mobile 83.3 Banks 136.2 Henkel 57.9 Cars 102.3 Procter & Gamble 57.2 Cosmetics 74.5 Reckitt 50.7 Internet 58.6 Unilever 47.6 Soft drinks 52.4 Telefonica O2 43.6 Insurance companies 46.5 L'Oréal 43.0 Retail 42.3 Tcom 41.5 Confectionery 42.0 Nestlé 33.4 Dairy products 35.3 Source: TNS 2009 Source: TNS 2009 Top ten media owners/sales houses (2008) Media revenue Owner € (mill) TV markiza 774.2 TV JOJ 470.3 STV 1 74.6 Radio Expres 30.7 Ringier 48.4 Plus7 39.9 TA3 18.8 Fun radio 13.1 Petit press 23.7 Perex 15.4 Source: TNS 2009

372 SLOVENIA: ECONOMIC DATA

SLOVENIA

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ million) at current prices 19,947 22,348 24,259 26,172 27,625 31,001 34,471 37,126 % change 9.5 12.0 8.6 7.9 5.6 12.2 11.2 7.7 at 2008 prices 26,958 28,103 28,894 30,096 30,988 33,944 36,436 37,126 % change 1.0 4.2 2.8 4.2 3.0 9.5 7.3 1.9

Gross Domestic Product per capita (€ 000s) at current prices 10,024 11,230 12,190 13,086 13,813 15,423 17,150 18,379 at 2008 prices 13,547 14,122 14,520 15,048 15,494 16,887 18,127 18,379

Gross Domestic Product (US$ million) at current prices 29,205 32,720 35,518 38,319 40,447 45,389 50,470 54,357 at 2008 prices 39,470 41,146 42,304 44,064 45,371 49,698 53,347 54,357

Gross Domestic Product per capita (US$) at current prices 14,676 16,442 17,848 19,160 20,223 22,582 25,109 26,910 at 2008 prices 19,834 20,676 21,258 22,032 22,685 24,725 26,541 26,910

Population Millions 2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0

Consumer Price Index 2008=100 74.0 79.5 84.0 87.0 89.1 91.3 94.6 100.0 % change 8.4 7.5 5.6 3.6 2.5 2.5 3.6 5.7

Ad.spend as a % of GDP 1.01 1.01 1.04 1.19 1.26 1.22 1.31 1.44

Advertising Expenditure Growth (%) at current prices 8.6 12.4 11.7 23.7 11.5 8.2 19.8 18.0 at 2008 prices 0.2 4.5 5.8 19.5 8.8 5.6 15.7 11.7 Source: IFS, ZenithOptimedia

373 SLOVENIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 133 19 24 76 10 - 5 - 1999 171 21 29 95 18 - 8 - 2000 185 23 35 119 - - 9 - 2001 201 26 36 128 - - 11 - 2002 226 34 34 146 - - 12 - 2003 253 38 41 159 - - 14 - 2004 309 47 49 189 9 - 15 3 2005 344 72 35 193 18 1.4 24 4 2006 370 85 39 195 19 1.4 30 7 2007 441 101 43 243 20 2.0 32 11 2008 515 109 50 299 20 1.3 36 18 Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 226 31 41 128 17 - 8 - 1999 272 33 46 151 28 - 13 - 2000 271 33 51 174 - - 13 - 2001 272 35 49 173 - - 15 - 2002 284 43 43 184 - - 15 - 2003 301 46 49 190 - - 16 - 2004 356 54 56 217 11 - 17 4 2005 386 81 40 216 20 1.6 27 5 2006 405 94 43 213 21 1.5 33 8 2007 466 107 45 257 22 2.1 34 11 2008 515 109 50 299 20 1.3 36 18 Source: Mediana IBO Notes: 1. Before discounts 2. Excludes classified 3. Excludes production costs 4. Excludes agency commission 5. Newspapers includes local titles from 2005. 6. Internet figures include display and search, but only for major sites.

Main advertising restrictions Tobacco: Restricted. Alcohol: Restricted. Pharmaceutical: Restricted. Children: Restricted. Political: Restricted.

374 SLOVENIA: POPULATION

POPULATION

Land area (km²) 20,151 Capital city Ljubljana Language Slovenian Currency Euro (€) Source: CIA Factbook Population by age Male Female Total (000s) (000s) (000s) 0-15 146.0 138.1 284.1 16-24 126.3 116.7 243.0 25-34 160.5 145.7 306.2 35-44 155.7 147.0 302.7 45-54 159.2 152.0 311.2 55-64 125.7 125.6 251.3 65+ 130.7 203.3 334.0 Total 1,003.9 1,028.4 2,032.4 Source: Statistical Office of the Republic of Slovenia 2009 Adult status Male Female Total (000s) (000s) (000s) AB 45 24 69 C1 61 92 153 C2 79 83 162 C3 33 58 86 D 43 73 112 D1 33 24 69 D2 103 10 111 D3 103 39 142 D4 33 45 74 E5-5 F 296 413 17 Total 834 861 1,000 Source: Statistical Office of the Republic of Slovenia 2009

Definition of adult status AB = legislators and managers C1 = professionals C2 = technicians and associate professionals C3 = clerks D = service and sales workers D1 = agriculture and fishery workers D2 = craft and related trade workers D3 = plant and machine operators D4 = elementary occupations E = armed forces F = inactive

375 SLOVENIA: TELEVISION

TELEVISION

Number of households: 648,577 Number of television households: 636,356 (98.1%)

Television homes with: Colour 100.0% DVD 68.1% Cable (pass) 60.2% Satellite dish (DTH) - total 6.7% IPTV 35.2% Source: Mediana, Mediaskop, 2009

Average minutes viewed per day per adult (11+): 183

Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 13 Cable (digital) 16 DTH (digital) 20 DTT 15 IPTV 14 Source: ZenithOptimedia estimates

Main channels Technical Daily penetration hours of Channel (%) transmission Commercial Slovenija 1 100 24 Slovenija 2 100 24 TV Koper Capodistria - 24 TV Maribor - 24 Pop TV 87 24 Kanal A 86 24 TV 3 80 24 TV Pika 75 24 Info TV 67 24 Paprika - 24 Čarli TV - 24 Net TV - 24 Source: Mediana, Mediaskop, 2009

376 SLOVENIA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € Slovenija 1 1900-2300 1,360 163 8.3 Slovenija 2 1900-2300 300 40 7.5 Pop TV 1900-2300 3,035 197 15.4 Kanal A 1900-2300 1,150 72 15.9 TV 3 1900-2300 725 30 24.1 Source: AGB Nielsen

Average CPT (all commercial channels): €13.1 Share of viewing Share of viewing (%) 2008 Channel Adults (11+) Commercial Slovenija 1 23.0 Slovenija 2 8.3 Pop TV 25.4 Kanal A 15.0 TV3 5.3 TV Koper Capodistria 0.2 TV Maribor 0.4 TV Pika 0.7 Others 24.9 Source: Mediana, Mediaskop, 2009 Top ten television programmes (2008) Adult (11+) Programme Channel TVR Ema 08 - Izbor Slovenija 1 27.6 24 Ur Pop TV 22.8 Spet Doma Slovenija 1 22.8 Tv Dnevnik Slovenija 1 22.1 Zvezde Pojejo Slovenija 1 21.5 Kmetija Pop TV 21.4 Pesem Evrovizije 2008 Predizbor Slovenija 2 21.1 Zrcalo Tedna Slovenija 1 21.1 Preverjeno Pop TV 20.9 Na Zdravje V Novo Leto Slovenija 1 20.8 Source: AGB Nielsen

377 SLOVENIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 21.7 Health/hygiene/cosmetics 66.2 Henkel 15.2 Nutrition & supplements 54.4 Reckitt Benckiser 13.9 Cleaning products 39.1 L'Oréal 9.0 Telecommunications 27.3 Beiersdorf 8.5 Services 27.3 Johnson Wax 8.4 Shops 25.6 Ferrero-East Europe Luxemburg 7.8 Motoring 23.5 Mercator 7.6 Special products 18.0 Unilever 7.2 Household inc. appliances 2.8 Wrigley's 6.4 Textiles/clothing 1.0 Source: Mediana, Mediaskop, 2009 Source: Mediana, Mediaskop, 2009

Top ten television sales houses (2008) TV revenue Sales house € (mill) Pro Plus 56.4 Prva TV 9.5 ASPN 2.3 RTV 1.6 MTV Adria 1.5 Tele 59 1.4 Info TV 1.1 TV Novo Mesto 1.0 Televideo 0.6 Čarli 0.6 Source: Marketing magazine, 2009

378 SLOVENIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National F=Free Adult Full page Adult CPT Full page R=Regional 2w=twice weekly Circulation readership B/W B/W Colour Title (000s) (000s) € € € Dobro jutro (w, F) 350 - 5,890 - 5,890 Žurnal (w, F) 289 368 5,970 16.2 5,970 Nedeljski dnevnik (w, N) 114 387 8,750 22.6 8,750 Sobotna priloga (w, N) 92 145 6,500 44.9 6,500 Slovenske novice (d, N) 90 350 5,200 14.9 5,200 Dnevnikov Objektiv (w, N) 72 - 8,800 - 8,800 Delo (d, N) 62 155 10,500 67.8 10,500 Delo FT (w, N) 57 - 4,150 - 4,150 Maturant&ka (m, F) 52 - 1,800 - 1,800 Nedelo (w, N) 50 150 4,850 32.4 4,850 Dnevnik (d, N) 49 147 7,250 49.3 7,250 Družina (w, N) 48 115 3,100 27.1 3,100 Večer (d, N) 43 131 6,960 53.0 6,960 Goriška (m, R, F) 43 83 2,145 25.9 2,145 Primorske novice (d, R) 43 66 4,200 63.8 4,200 Kmečki glas (w, N) 29 123 3,208 26.1 3,208 Kamniške novice (m, R, F) 24 29 1,240 42.2 1,240 Gorenjski glas (2w, R ) 22 52 5,412 103.2 5,412 Vestnik Murska Sobota (w, R) 16 63 3,190 50.8 3,190 Finance (d, N) 15 53 3,500 66.3 3,500 Novi tednik (2w, R) 15 41 2,927 70.6 2,927 Dolenjski list (w, R) 13 51 3,380 66.6 3,380 Štajerski tednik (2w, R) 12 38 1,642 43.4 1,642 (d, N) 7 35 1,052 30.3 1,052 Source: Mediana, Mediaskop, 2009

Average CPT (B/W): €35.2 Top ten print advertisers (2008) Newspaper expenditure Advertiser € (000s) Hofer 4,033.7 Mercator 3,687.5 Lidl 3,582.3 Delo 3,530.9 Mobitel 2,760.5 Delo Revije 2,665.2 Finance 2,423.1 Adria Media Ljubljana 2,309.5 Dnevnik 2,133.8 12 Media 2,127.7 Source: Mediana, Mediaskop, 2009

379 SLOVENIA: NEWSPAPERS

Top ten print product categories (2008) Newspaper expenditure Category € (000s) Services 42,847 Special products 36,596 Shops 19,872 Telecommunications 16,337 Motoring 14,168 Health/hygiene/cosmetics 12,805 Household inc. appliances 5,353 Nutrition & supplements 4,793 Textiles/clothing 4,591 Cleaning products 421 Source: Mediana, Mediaskop, 2009

Top ten newspaper sales houses (2008) Newspaper revenue Sales house € (000s) Delo 60,580 Mladinska Knjiga 52,118 Dnevnik 34,007 Delo Revije 18,554 Večer 18,330 Finance 13,061 Adria Media 10,256 Primorske Novice 6,685 Žurnal Medija 6,165 Gorenjski Glas 3,862 Source: Marketing magazine, 2009

380 SLOVENIA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT f=fortnightly 2w=twice weekly Circulation readership Colour Colour Title (000s) (000s) € € Pilot (w) 191 388 3,820 9.8 TV Večer (w) 174 136 2,600 19.1 Ona (w) 162 313 4,600 14.7 Moja Gorenjska (bm) 152 - 1,434 - Modna (m) 148 - 1,995 - Moj dom (f) 148 261 3,700 14.2 Obrazi (w) 147 - 2,500 - Deloindom (w) 143 315 3,870 12.3 Polet (w) 143 280 4,060 14.5 Motorevija (m) 130 221 4,400 19.9 Antena (f) 81 - 3,100 - Moje zdravje (f) 81 - 3,100 - City magazine (f) 70 87 3,300 38.0 Ognjišče (m) 60 208 1,650 7.9 Denar in Svet nepremičnin (f) 60 105 3,330 31.7 Odprta kuhinja (m) 59 - 2,000 - Obrtnik (m) 53 112 3,130 27.8 Abc zdravja (m) 50 59 1,945 32.9 TV Okno (w) 47 144 1,819 12.6 L&Z (m) 44 74 1,850 25.0 Kvadrati (w) 43 77 2,200 28.7 Anja (f) 42 127 2,800 22.1 Naša lekarna (m) 41 69 2,198 31.8 Premiera (f) 40 58 1,480 25.5 Readers Digest (m) 37 90 2,250 25.0 Vzajemnost (m) 35 68 1,460 21.5 Nova (w) 30 93 2,400 25.8 Bukla (m) 28 34 1,080 32.2 Nika (f) 26 157 3,520 22.4 Vzajemna (m) 25 125 2,053 16.4 Cicido (m) 25 91 1,610 17.6 Ločanka (m) 25 28 732 25.7 Ciciban (m) 23 122 2,250 18.5 Stop (w) 22 68 2,500 36.6 Na potep (m) 22 23 5,412 234.4 Razvedrilo (f) 21 146 877 6.0 Bonbon (w) 20 116 2,750 23.7 PIL (m) 20 99 1,690 17.1 Cool (m) 18 68 1,780 26.4 Zdravje (m) 17 176 1,960 11.1

381 SLOVENIA: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT f=fortnightly 2w=twice weekly Circulation readership Colour Colour Title (000s) (000s) € € Hopla (w) 17 78 1,248 16.0 Avto fokus (m) 17 59 1,400 23.9 Gea (m) 16 117 1,300 11.1 Lea (w) 16 44 2,000 45.3 Plus (w) 16 37 1,190 32.0 National Geographic Junior (m) 16 92 1,400 15.1 Življenje in tehnika (m) 15 58 1,210 20.9 Dober tek (m) 15 34 1,500 43.6 Jana (w) 15 112 3,900 34.8 National Geographic (m) 15 176 2,470 14.1 Vikend (w) 15 372 4,200 11.3 Mladina (w) 15 69 2,400 34.6 Joker (m) 14 70 1,400 20.0 Lady (w) 14 208 3,900 18.8 Salomonov ugankar (m) 13 109 355 3.3 Smrklja (m) 13 103 2,400 23.4 Viva (m) 13 71 1,695 23.9 Rože & vrt (m) 13 87 1,350 15.5 Pri nas doma (m) 12 22 1,700 75.7 Naša žena (m) 12 87 2,400 27.4 Eva (m) 12 54 2,700 49.9 Bravo (f) 11 48 970 20.4 Lepa in zdrava (m) 11 62 2,100 33.8 Elle (m) 10 37 3,300 90.3 SW Power (m) 10 36 1,350 37.4 Reporter (w) 10 15 2,300 151.2 Računalniške novice (f) 9 33 850 25.5 Lisa Čarovnija okusa (m) 9 32 1,400 44.4 Salomonov oglasnik (2w) 8 70 755 10.7 Lisa (w) 8 78 2,400 30.7 Moj malček (m) 8 75 1,500 20.0 Moj mikro (m) 8 32 1,450 45.9 Val navtika (m) 8 23 1,500 65.5 (f) 8 14 2,400 169.3 Mag (w) 8 36 2,200 61.0 Playboy (m) 7 58 2,200 37.9 Obramba (m) 7 32 1,200 38.0 Svet in ljudje (m) 7 19 918 47.5 FHM (m) 7 53 1,800 34.2 7dni (w) 7 45 1,400 31.3 Naš dom (m) 6 116 2,800 24.2 Monitor (m) 6 39 1,260 32.1 Kih (f) 6 34 830 24.6

382 SLOVENIA: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT f=fortnightly 2w=twice weekly Circulation readership Colour Colour Title (000s) (000s) € € Cosmopolitan (m) 6 104 3,100 29.9 Moj lepi vrt (m) 6 83 1,400 16.9 Moje stanovanje (m) 6 22 1,900 85.9 Sistem (m) 6 9 1,380 162.1 Otrok in družina (m) 5 41 950 23.0 Revija o konjih (m) 5 21 625 29.1 Ambient (m) 4 26 2,300 89.5 Podjetnik (m) 4 31 1,700 54.8 Avto magazin (f) 4 92 1,400 15.2 Men's Health (m) 4 41 2,200 53.7 Connect (bm) 1 13 1,400 111.3 Živa (m) - 27 1,380 50.5 Source: Mediana, Mediaskop, 2009

Average CPT (Colour): €23.0

383 SLOVENIA: RADIO

RADIO

Number of radio households: 600,000 (92.5%) Source: ZenithOptimedia

Number of commercial radio stations: 69 Source: Mediaskop 2009

Average daily listening minutes per adult: 182 Source: Mediaskop 2009

Costs/audiences Peak rate Peak adult 30 sec peak (30 sec) audience adult CPT Station Type € (000s) € National Radio Slovenija - 1. program national 175 167 1.0 Radio Slovenija - 2. Program VAL 202 national 221 197 1.1 Radio Slovenija - 3. program ARS national 0 7 0.0 Radio Slovenia International - RSi commercial 30 12 2.5 Radio 1 commercial 84 117 0.7 Radio Aktual commercial 25 20 1.3 Radio Center commercial 63 0 Radio Ognjišče commercial 43 43 1.0 Main regional Alpski val commercial 11 5 2.3 Koroški radio commercial 24 23 1.0 Mariborski radio študent - MARŠ commercial 4 1 3.8 Moj radio commercial 15 8 1.9 Muravideki Magyar Radio - MMR commercial 13 1 12.5 Notranjski radio commercial 12 1 12.0 Radio 94 commercial 18 10 1.8 Radio Alfa commercial 15 2 7.5 Radio Antena commercial 30 32 0.9 Radio Belvi Gorenjska commercial 30 18 1.7 Radio Brezje commercial 14 7 2.0 Radio Capodistria commercial 75 2 37.5 Radio Capris commercial 17 15 1.1 Radio Celje commercial 30 22 1.4 Radio Celjski val commercial 59 2 29.5 Radio City commercial 47 93 0.5 Radio Ekspres commercial 29 28 1.0 Radio Europa 05 commercial 18 2 9.0 Radio Fantasy commercial 35 28 1.3 Radio Goldi Savinjski val commercial 18 5 3.6 Radio Gorenc commercial 21 3 7.0 Radio Grom commercial 24 3 8.0 Radio Hit commercial 41 60 0.7 Radio Koper commercial 96 45 2.1

384 SLOVENIA: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak (30 sec) audience adult CPT Station Type € (000s) € Radio Kranj commercial 30 8 3.8 Radio Krka commercial 31 38 0.8 Radio Kum commercial 29 10 2.9 Radio Laser Slovenj Gradec commercial 18 3 6.0 Radio Ljubljana commercial 30 1 30.0 Radio Maribor commercial 48 32 1.5 Radio Maxi (Prleški val) commercial 21 25 0.8 Radio Murski val commercial 47 40 1.2 Radio Net FM commercial 20 25 0.8 commercial 21 2 10.5 Radio Odeon commercial 15 2 7.5 Radio Odmev commercial 12 8 1.5 Radio Plus Maribor commercial 15 2 7.5 Radio Prlek commercial 9 2 4.5 Radio Ptuj commercial 27 27 1.0 Radio Radlje commercial 14 7 2.0 Radio Robin commercial 14 5 2.8 Radio Rogla commercial 25 23 1.1 Radio Salomon commercial 22 15 1.5 Radio Slovenske gorice commercial 30 12 2.5 Radio Snoopy commercial 10 5 2.0 Radio Sora commercial 24 8 3.0 Radio Sraka commercial 24 32 0.8 Radio Štajerski val commercial 35 22 1.6 Radio Študent commercial 21 5 4.2 Radio Tartini commercial 22 2 11.0 Radio Tempo commercial 10 3 3.3 Radio Triglav commercial 27 12 2.3 Radio Univox commercial 15 8 1.9 Radio Urban commercial 15 2 7.5 Radio Velenje commercial 23 5 4.6 Radio Veseljak commercial 16 45 0.4 Radio Viva commercial 15 7 2.1 Radio Zeleni val commercial 21 18 1.2 RadioDur commercial 27 7 3.9 Studio D Novo mesto commercial 18 13 1.4 Source: Mediana, Mediaskop, 2009

Average CPT (all commercial stations): €1.4

385 SLOVENIA: RADIO/OUTDOOR

Top ten radio sales houses (2008) Radio revenue Sales house € (000s) Infonet Media 5,248 Radio Center 1,970 Radio Tednik Ptuj 1,756 Radio Glas Ljubljan 1,680 Radio City 1,662 R Domžale 1,560 Radio Ognjišče 745 Radio Krka 683 Radio 1 665 Koroški Radio 625 Source: Marketing magazine, 2009 OUTDOOR

Number of outdoor sites: 32,137

Type, size and cost of sites

Number of Contractor Type/size of display sites AMICUS Billboard 172 Citylight 15 Banner 38 Giga pano 40 Poster panel 6,000 Roto pano 6 Supreme 1,500 Road signs 1,400 AVUS oglasi . Invidia KIOSK 14 Invidia LED 10 Invidia STATION 11 Invidia X 12 Creativ media Combo 6 Ski slopes - ADBLOC 3,446 Ski slopes - Ski card reader 64 Seaside - cabin for changing clothes 41 Seaside - bench 64 Seaside- floating ads 135 Seaside - stand for bikes 18 EPAMEDIA Jumbo pano 1,013

386 SLOVENIA: OUTDOOR

Type, size and cost of sites cont. Number of Contractor Type/size of display sites Europlakat Big Board 7 Billboard 4,790 Citylight 2,205 Facade covering panels 4 Rollback Light 350 Roto pano 107 IDentiks kartični sistemi Megaboard 15 Linea media Backlight 1 Hayrack 26 Pano 65 MEGAPOLIS Backlight 2 Billboard 120 Sodobni mediji LED TR3 1 TAM-TAM B1 7,800 Billboard 40 City 1,950 Facade covering panels 8 Public lighting polls 460 Toja propaganda Citylight 151 Roll-light 30 Source: Mediana, Mediaskop, 2009

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser € (000s) Mobitel 2,672.2 Mercator 2,302.8 Renault Nissan 1,705.9 Simobil 1,469.6 Porsche 587.5 Spar 567.1 Hervis 524.9 Adria Media Ljubljana 515.0 Droga Kolinska 461.4 AC Mobil 460.3 Source: Mediana, Mediaskop, 2009

387 SLOVENIA: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category € (000s) Services 6,763.2 Telecommunications 6,570.0 Shops 5,643.4 Motoring 5,455.5 Special products 4,229.8 Nutrition & supplements 3,228.9 Textiles/clothing 1,569.0 Health/hygiene/cosmetics 1,516.6 Household inc. appliances 682.8 Cleaning products 118.7 Source: Mediana, Mediaskop, 2009

Top ten outdoor contractors (2008) Outdoor revenue Contractor € (000s) Europlakat 22,426 Metropolis Media 6,553 Plakatiranje 3,171 Amicus 2,221 Epamedia 1,991 Svetlobne Vitrine 1,910 Fini Oglasi 1,018 Linea Media 964 Media Bus 865 Madison 819 Source: Marketing magazine, 2009

388 SLOVENIA: CINEMA

CINEMA

Number of cinema screens: 110 Source: Mediana, Mediaskop, 2009

Trend in admissions Admissions (mill) 2002 2.8 2003 3.0 2004 3.0 2005 2.4 2006 2.7 2007 2.4 2008 2.4 Source: ZenithOptimedia

Top ten films (2008) Gross takings Film € (000s) Mamma Mia 585.3 Kung Fu Panda 434.6 Madagascar: Escape 2 Africa 395.0 Quantum Of Solace 388.8 Sex and the City: The Movie 353.0 Indiana Jones and the Kingdom of the Crystal Skull 342.0 Alvin and the Chipmunks 267.6 Petelinji Zajtrk 237.2 Hancock 229.7 The Dark Knight 185.8 Source: Mediana, Mediaskop, 2009

389 SLOVENIA: CINEMA

Top ten cinema advertisers (2008) Cinema expenditure Advertiser € (000s) Mobitel 116.7 Adria Media Ljubljana 77.2 Image Management 67.4 Delo Revije 51.4 TV 3 50.0 Simobil 50.0 Telekom Slovenije 44.0 Infonet Media 40.0 Študentska Organizacija Univerze V Ljubljani 32.7 Futuristični Marketing 31.3 Source: Mediana, Mediaskop, 2009

Top cinema product categories (2008) Cinema expenditure Category € (000s) Special products 408.4 Telecommunications 257.6 Services 236.2 Nutrition & supplements 170.2 Health/hygiene/cosmetics 71.2 Motoring 57.7 Shops 57.7 Textiles/clothing 29.6 Household inc. appliances 13.6 Source: Mediana, Mediaskop, 2009

390 SLOVENIA: INTERNET

INTERNET

Homes with internet connection: 381,909 (58.9%)

Adult internet users (10-74): 992,215 (56.8%)

Adult internet users with home broadband: 764,005 (43.7%)

Typical monthly cost of internet access: €30

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type (€) Keyword (€) Banner 10 gmail 0.1-0.44 Roll(down/left) banner 15 youtube 0.1-0.44 Streaming video 50 igre 0.1-0.44 Screensaver ad 50 avto.net 0.1-0.44 Video Screensaver ad 60 24ur.com 0.1-0.44 Corner ad 60 vreme 0.1-0.44 Tracking ad 25 seks 0.1-0.44 Floating ad 40 bolha 0.1-0.44 Source: Iprom; Httpool; Zeddigital siol 0.1-0.44 netlog 0.1-0.44 Internet user profile Source: Google, Najdi.si Age % 10 - 19 84.3 20 - 29 81.0 30 - 39 68.1 40 - 49 51.6 50 - 59 29.1 60 - 75 7.4 Sex % Male 52.0 Female 48.0 Source: RIS

391 SLOVENIA: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Search engine Site per month Google 24ur.com 75,865,919 Najdi.si Najdi.si 54,981,536 Siol.net 39,500,162 RTV MMC, Multimedijski portal 27,455,561 Bolha.com 31,336,596 Podnapisi.net 6,621,233 www.Avto.net 53,292,962 www.zurnal24.si 13,237,664 tis.telekom.si 4,192,727 GenSpot.com 4,020,716 Source: Mediana, Mediaskop, 2009 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) Mobitel 776.3 Special products 6,829.6 Leeloo 731.8 Services 4,940.0 Telekom Slovenije 406.0 Telecommunications 3,165.7 Simobil 303.0 Motoring 1,515.9 Hewlett Packard 266.2 Health/hygiene/cosmetics 653.7 VSN 229.8 Nutrition & supplements 512.4 Nova Ljubljanska Banka 208.9 Shops 451.3 Športna Loterija 203.4 Household inc. appliances 198.0 Raiffeisen Banka 189.4 Textiles/clothing 146.9 Summit Motors 172.9 Cleaning products 26.2 Source: Mediana, Mediaskop, 2009 Source: Mediana, Mediaskop, 2009

Top internet sales houses (2008) Internet revenue Sales house € (000s) Najdi.sl 7,297 Httpool 2,515 Moje Delo 2,110 Iprom 1,859 Senca.net 1,777 AdLink Media 398 Source: Marketing magazine, 2009

392 SLOVENIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Conventional television 60.0 Source: Mediaskop 2009 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Procter & Gamble 22,230 Services 82,064 Henkel Slovenija 15,328 Health/hygiene/cosmetics 81,212 Reckitt Benckiser 13,946 Special products 66,113 Mercator 13,625 Nutrition & supplements 63,082 Mobitel 11,394 Telecommunications 53,608 L'Oréal 11,389 Shops 51,606 Beiersdorf 9,954 Motoring 44,734 Simobil 9,575 Cleaning products 39,635 Spar 8,482 Household inc. appliances 9,092 Johnson Wax 8,426 Textiles/clothing 7,374 Source: Mediana, Mediaskop, 2009 Source: Mediana, Mediaskop, 2009 Top ten sales houses (2008) Media revenue Sales house € (000s) Delo 60,580 Pro Plus 56,370 Mladinska Knjiga 52,110 Dnevnik 34,000 Europlakat 22,420 Delo Revije 18,550 Večer 18,330 Finance 13,061 Adria Media 10,250 Prva Tv (Tv3) 9,480 Source: Marketing magazine, 2009

393 TURKEY: ECONOMIC DATA

TURKEY

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = New Turkish Lira 1.23 1.51 1.50 1.43 1.34 1.43 1.30 1.30

Gross Domestic Product (New Turkish Lira billion) at current prices 240.2 350.5 454.8 559.0 648.9 758.4 856.4 950.1 % change 92.8 45.9 29.8 22.9 16.1 16.9 12.9 10.9 at 2008 prices 705.4 709.9 735.4 817.4 861.3 910.9 945.9 950.1 % change 24.9 0.6 3.6 11.2 5.4 5.8 3.8 0.5

Gross Domestic Product per capita (New Turkish Lira) at current prices 3,473 5,124 6,560 7,958 9,118 10,520 11,731 12,855 at 2008 prices 10,199 10,379 10,607 11,635 12,102 12,635 12,957 12,855

Gross Domestic Product (US$ billion) at current prices 196.0 232.5 303.0 392.2 483.0 530.9 657.3 730.0

Gross Domestic Product per capita (US$) at current prices 2,834 3,400 4,371 5,582 6,786 7,364 9,004 9,877

Population Millions 69.2 68.4 69.3 70.3 71.2 72.1 73.0 73.9

Consumer Price Index 2008=100 34.1 49.4 61.8 68.4 75.3 83.3 90.5 100.0 % change 54.4 45.0 25.3 10.6 10.2 10.5 8.7 10.5

Ad.spend as a % of GDP 0.28 0.31 0.29 0.33 0.35 0.37 0.39 0.34

Advertising Expenditure Growth (%) at current prices 1.0 60.4 22.1 39.1 23.2 22.9 18.7 -2.0 at 2008 prices -34.6 10.7 -2.5 25.8 11.8 11.3 9.2 -11.3 Source: IFS, ZenithOptimedia

394 TURKEY: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in New Turkish Lira (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 241 96 10 99 15 4 18 - 1999 394 140 25 166 26 6 32 - 2000 669 230 42 285 47 8 57 - 2001 675 252 31 284 45 6 55 1 2002 1,083 363 47 525 54 9 83 2 2003 1,323 422 50 693 60 18 76 4 2004 1,840 615 67 957 75 23 95 8 2005 2,266 805 85 1,140 80 28 110 18 2006 2,786 914 106 1,442 101 33 160 30 2007 3,308 990 123 1,760 111 36 235 53 2008 3,241 952 114 1,687 111 39 242 95

Advertising expenditure in New Turkish Lira (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 2,791 1,107 120 1,141 174 41 208 - 1999 2,767 983 176 1,166 179 39 225 - 2000 3,032 1,041 192 1,290 215 37 258 - 2001 1,983 741 90 835 133 18 162 4 2002 2,194 735 95 1,063 110 18 168 5 2003 2,139 682 81 1,121 97 29 123 6 2004 2,690 899 98 1,399 110 34 139 12 2005 3,008 1,068 113 1,513 106 37 146 24 2006 3,346 1,098 127 1,732 121 40 192 36 2007 3,654 1,093 136 1,944 123 40 260 59 2008 3,241 952 114 1,687 111 39 242 95 Source: Advertising Agencies Association, Turkish Ad Association Notes: 1. After discounts 2. Excludes classified to 2007; 2008 includes 3. Excludes production costs 4. Excludes agency commission 5. Internet includes display and an estimate for search and classified

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted to online and cinema. Pharmaceutical: Banned. Children's: Age restrictions apply. Political: Restricted to print and outdoor.

395 TURKEY: POPULATION

POPULATION

Land area (km²) 770,760 Capital city Ankara Language Turkish Currency New Turkish Lira Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 9,647 9,142 18,789 16-24 6,360 6,082 12,442 25-34 6,240 6,089 12,329 35-44 5,079 4,992 10,071 45-54 3,978 3,949 7,927 55-64 2,459 2,608 5,066 65+ 2,139 2,754 4,893 Total 35,377 35,616 70,993 Source: TUIK 2008

Adult status Male Female Total (000s) (000s) (000s) AB 4,556 3,701 8,257 C1 5,951 6,023 11,974 C2 7,526 7,929 15,455 DE 2,502 2,749 5,251 Total 20,535 20,402 40,937 Source: TGI 2009

Definition of adult status AB = highly educated, intermediate and higher managerial C1 = official, clerical, some education C2 = skilled manual, some education D = low education, semi-skilled/unskilled manual E = low or no education, unskilled manual or inactive

396 TURKEY: TELEVISION

TELEVISION

Number of households: 16,882,069

Number of television households: 16,685,050 (98.8%)

Television homes with: Colour 99.0% VCR 16.4% DVD 15.0% Multiset 31.0% Cable (pass) 80.7% Cable (connection) - total 8.0% Digital cable (connection) 2.9% Satellite dish (DTH) - total 50.0% Source: TGI 2008, AGB Nielsen

No TV licence fee

Average minutes viewed per day per adult: 329

Average pay-TV subscription cost Average monthly subscription TL Cable (analogue) 9 Source: ZenithOptimedia

397 TURKEY: TELEVISION

Main channels Technical Daily penetration hours of Channel (%) transmission Commercial TRT1 98 24 TRT2 96 24 Kanal D 99 24 ATV 99 24 Show TV 99 24 Star TV 99 24 Fox 95 24 Kanal 7 97 24 Flash TV 92 24 STV 97 24 Source: AGB Nielsen Penetration 2008

Cost/audience (2008) Peak rate Peak adult Peak 30 sec audience Channel time (TL) (000s) Kanal D 2000-2259 12,500 3,811 Star TV 2000-2259 5,000 1,780 ATV 2000-2259 8,000 2,035 Fox 2000-2259 4,000 1,272 Show TV 2000-2259 8,000 3,407 Kanal 1 2000-2259 3,000 1,070 STV 2000-2259 3,500 1,594 Kanal 7 2000-2259 3,500 847 Flash TV 2000-2259 2,000 339 Cine 5 2000-2259 2,000 188 TRT 1 2000-2259 3,500 665 Source: AGB Nielsen Note: Peak rate 30 sec is estimated net price.

Average CPT (all commercial channels): TL 3.2

398 TURKEY: TELEVISION

Share of viewing Share of viewing (%) 2008 Channel Individuals Adults Commercial TRT1 3.2 3.5 TRT2 0.0 0.0 Kanal D 14.0 14.3 Show 11.4 11.9 ATV 8.9 8.6 Star 8.0 8.5 Kanal 7 5.0 5.3 STV 5.5 5.3 Fox 8.0 6.9 Kanal 1 3.5 3.3 Flash TV 1.9 2.1 Cine 5 1.7 1.4 Discovery 0.1 0.1 Source: AGB Nielsen

Top ten television programmes (2008) Adult Programme Channel TVR Almanya-Turkiye ATV 28.1 Chelsea-Fenerbahce Star 26.5 Fenerbahce-Chelsea Star 25.2 Turkiye-Hirvatistan ATV 23.3 Sevilla-Fenerbahce Star 22.2 Fenerbahce-Sevilla Star 21.5 Yaprak Dokumu Kanal D 21.2 Turkiye-Cek Cumhuriyeti ATV 19.7 Isvicre-Turkiye ATV 18.7 Kurtlar Vadisi Pusu Show 18.1 Source: AGB Nielsen

399 TURKEY: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser TL (bill) Category TL (bill) Procter & Gamble 185.6 Food 507.7 Unilever 159.6 Cosmetic/personal care 340.2 Benckiser 126.9 Household cleaning294.6 Coca-Cola 109.4 Communication 262.6 Ulker 74.4 Beverages 209.7 Eti 63.2 Finance 207.7 Turkcell 59.0 Press 188.5 Vodafone 58.3 Household 139.3 Avea 55.2 Home appliances114.1 Frito-Lay 51.8 Heating/cooling equipment 70.7 Source: Nielsen-Bileşim Source: Nielsen-Bileşim

Top television sales houses (2008) TV revenue Sales house TL (bill) DTV 1,867.1 Turkuvaz (ATV) 313.6 Fox Allianz 224.4 Zedpas 145.8 Isik Medya (STV, Mehtap) 117.3 Ciner Holding 101.0 Mepa 69.1 Goktug Elektronik Yayincilik 10.4 Source: Nielsen-Bileşim Note: all figures at ratecard

400 TURKEY: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) TL TL TL National dailies Zaman 758 1,600 24,462 15.3 24,462 Posta 635 3,350 27,180 8.1 27,180 Hürriyet 520 2,520 67,950 27.0 67,950 Sabah 410 2,155 46,206 21.4 46,206 Fotomaç 259 1,027 5,436 5.3 5,436 Milliyet 230 1,236 27,180 22.0 27,180 Vatan 209 704 16,308 23.2 16,308 Takvim 210 891 8,154 9.2 8,154 Akşam 181 946 16,308 17.2 16,308 Türkiye 144 530 8,154 15.4 8,154 Güneş 155 675 5,436 8.1 5,436 Yeni Şafak 111 319 6,523 20.4 6,523 Star 146 361 8,154 22.6 8,154 Cumhuriyet 79 622 6,523 10.5 6,523 Yeni Cağ 56 - 4,349 - 4,349 Radikal 43 220 6,523 29.7 6,523 Vakit 59 - 5,980 - 5,980 Bugün 56 192 4,349 22.7 4,349 Tercüman 25 - 4,892 - 4,892 Source: IMS Note: Fullpage colour & B/W are estimated net prices

Average CPT (B/W): TL 16.4

401 TURKEY: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser TL (mill) Category TL (mill) Vatan Bilg. 114.5 Retail 726.1 Bimeks 105.0 Automotive 570.4 Gold Bilgisayar 76.9 Press/publishing 526.4 DTV 75.9 Finance 307.4 Migros 56.4 Construction/property 291.2 Turkcell 56.0 Textiles/leather 233.9 Dogus Oto 54.3 Tourism 233.5 Teknosa 50.0 Communication 207.5 Bim Birlesik Magazalar 47.2 Information technology 137.1 Casper 47.2 Household 128.9 Source: Bileşim Source: Bileşim

Top ten newspaper owners (2008) Newspaper revenue Owner TL (mill) Dogan Medya Grubu 2,124.2 Turkuvaz Radyo Televizyon 777.9 Feza Gazetecilik 399.4 Turk Medya 360.8 Bagimsiz Yayincilik 327.8 Diyalog Yayincilik 243.4 Ihlas Holding Medya Grubu 194.4 Koza Ipek 130.3 Star Medya 119.4 Globus Dunya Basimevi 55.2 Source: Bileşim Note: all figures at ratecard

402 TURKEY: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) (TL) (TL) Monthly Digiturk 368 - 5,625 - National Geographic 76 - 7,500 - NG Kids 70 - 3,750 - Evim 63 - 2,500 - Atlas 48 138 4,375 31.7 Burda 41 70 3,438 49.1 Chip 33 87 3,750 43.1 Seninle 32 40 3,750 93.8 Country Homes 30 - 2,188 - Mutfak Rehberi 30 35 1,875 53.6 Cosmopolitan 29 131 3,125 23.9 Voyager 27 - 2,500 - CBNC-E Magazin 27 - 1,875 - Süper Alışveriş 26 - 2,500 - Elle 24 54 4,375 81.0 Lezzet 23 48 1,875 39.1 Instyle 22 22 3,125 142.0 Marie Claire 21 67 3,125 46.6 Hey Girl 20 24 2,500 104.2 Ev Bahçe 19 57 2,500 43.9 Sofra 18 81 1,875 23.1 Elele 16 99 3,750 37.9 PC Magazin 16 53 3,125 59.0 Boxer 15 32 2,500 78.1 Geo 15 19 4,688 246.7 Weekly Aktüel 11 104 2,500 24.0 Seda Magazin 10 36 2,500 69.4 Tempo 10 104 1,875 18.0 Otohaber 8 75 1,875 25.0 Auto Show 9 52 2,813 54.1 Hafta Sonu 7 29 2,500 86.2 Ekonomist 8 53 2,500 47.2 Para 6 26 2,500 96.2 Şamdan Plus 5 29 3,125 107.8 Hello 4 15 2,500 166.7 Source: IMS Note: Fullpage colour is estimated net prices.

Average CPT (Colour): TL 49.6

403 TURKEY: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser TL (mill) Category TL (mill) Dogan Burda 22.5 Textiles/leather 116.3 Procter & Gamble 15.2 Press/publishing 99.3 Ciner Gazete 11.9 Cosmetic/personal care 72.0 Turkuvaz Radyo Televizyon 8.1 Furniture 50.2 L'Oréal 7.9 Construction/property 39.9 Garanti Bankasi 7.1 Automotive 39.5 DTV 6.7 Watches/accessories 38.6 Dogus Otom. 5.9 Finance 31.8 Unilever 5.6 Tourism 29.2 Ulker 5.6 Information technology 25.6 Source: Bileşim Source: Bileşim

Top ten magazine owners (2008) Magazine revenue Owner TL (mill) Dogan Medya Grubu 257.7 Turkuvaz Radyo Televizyon 146.2 Ciner Dergi 82.4 Vatan Dergi Grubu 57.4 Turk Medya 48.1 Dogus Grubu Iletisim Yayincilik 23.7 Maya Iletisim Ve Tasarim Hizm 19.5 Ajans Medya 11.7 Novamedya Tanitim 11.7 Interpro Yayincilik 8.8 Source: Bileşim Note: all figures at ratecard

404 TURKEY: RADIO

RADIO

Number of commercial radio stations: 1,085 Source: Radyoevi

Average daily listening minutes per adult: 64 Source: Radyoevi

Costs/audiences Peak rate Peak adult Peak (30 sec) audience Station Type time (TL) (000s) National Kral FM Turkish pop 1100 180 5,762 Power Turk Turkish pop 1100 360 1,861 Super FM Turkish pop 1100 180 1,591 TRT FM Thematic 1100 150 1,381 Slow Turk Turkish 1100 120 1,339 Alem FM Turkish pop 1300 120 1,279 Best FM Turkish pop 1400 120 1,206 Show Radyo Turkish pop 1100 120 999 Radyo D Turkish pop 1100 120 967 Radyo Viva Turkish pop 1500 120 946 Main regional FM Turkish pop 1500 90 210 Karadeniz FM Turkish pop 1500 90 136 Radyo Fenomen Turkish & foreign pop 1300 90 121 Cem Radyo Folcloric 1100 150 106 Radyo İlaç Arabesque 0900 150 61 Source: ZenithOptimedia Note: Peak rate 30 sec. is estimated net prices.

Average CPT (all commercial stations): TL 8.3

405 TURKEY: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser TL (mill) Category TL (mill) Coca-Cola 14.8 Finance 64.9 Garanti Bankasi 11.6 Automotive 60.8 Ford-Otosan Otomotiv 11.1 Food 40.1 Turkcell 10.9 Communications 37.9 Akbank 10.2 Press/publishing 37.3 Arcelik 9.1 Beverages 30.2 Fiat 8.9 Textiles/leather 21.2 Yapi Kredi Bankasi 8.5 Retail 20.2 Ulker 8.1 Entertainment 18.2 Avea Iletisim Hizmetleri 7.9 Cosmetic/personal care 16.1 Source: Bileşim Source: Bileşim

Top ten radio owners (2008) Radio revenue Owner TL (mill) Dogan Radyolar Grubu 63.3 Karakoy Televizyon Ve Radyo/Canwest 59.5 Radio Center 45.0 Dogus Grubu Iletisim Yayincilik 40.4 Power Group 31.7 Turk Medya 30.4 Mepa Medya 27.3 Best Production Yayincilik 25.7 Saran Group Radyolari 21.5 Moral FM 18.0 Source: Bileşim Note: all figures at ratecard

406 TURKEY: OUTDOOR

OUTDOOR

Number of outdoor sites: 150,000

Type, size and cost of sites (2008) Number of Type/size of display sites Billboard 15,000 Silindir 100 Lightbox 100 Megalight 3,000 Network 60,000 Source: ZenithOptimedia

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser TL (000s) Turkcell 29,204 Vodafone 21,316 Avea 11,982 Unilever 8,551 Akbank 8,259 Ulker 7,646 Istanbul Buyuksehir Belediyesi 5,861 Turk Telekom 5,332 Nokia Mobile 4,843 Coca-Cola 4,301 Source: Bileşim

407 TURKEY: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category TL (000s) Communication 81,187 Finance 24,173 Food 22,736 Retail 22,542 Press/publishing 19,333 Textiles/leather 16,442 Political parties/foundations 16,182 Entertainment 12,305 Beverages 10,266 Education 8,846 Source: Bileşim Top outdoor contractors (2008) Outdoor revenue Contractor TL (000s) Stroer Kentvizyon 133,148 Clear Channel 54,967 News Outdoor 53,176 Wall 28,414 Era Outdoor 12,087 Medya Pano 9,970 Source: Bileşim Note: all figures at ratecard

408 TURKEY: CINEMA

CINEMA

Number of cinema screens: 1,678 Source: Fida Film

Average cost of a 60 sec. spot per screen per week (TL): 480 Note: Estimated net price.

Trend in admissions Admissions Gross takings (mill) US$ (mill) 2002 27.3 91.0 2003 28.4 294.0 2004 32.6 359.6 2005 31.1 482.6 2006 37.6 290.0 2007 31.2 390.6 2008 38.2 502.2 Source: Fida Film

Cinema audience profile Age % 16-24 34.5 25-34 22.0 35-49 25.7 50+ 14.9 Sex % Male 51.6 Female 48.4 Class % AB 32.3 C1 31.1 C2 30.0 DE 6.5 Source: TGI

409 TURKEY: CINEMA

Top ten films (2008) Gross takings Film TL Recep İvedik 4,301,641 A.R.O.G: Bir Yontmataş Filmi 3,457,966 Muro: Nalet Olsun İçimdeki İnsan Sevgisine 2,165,199 Issiz Adam 2,012,780 Osmanli Cumhuriyeti 1,401,420 Mustafa 1,098,687 120 1,033,917 Maskeli Beşler: Kibris 960,979 Çilgin Dersane Kampta 899,314 O… Çocuklari 713,546 Source: Fida Film

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser TL (000s) Category TL (mill) Turkcell 70,168 Beverages 175.2 Coca-Cola 45,640 Communication 124.9 PBG 28,609 Finance 93.0 Unilever 25,830 Food 87.3 Anadolu Efes Biracilik 25,545 Insurance 35.9 Akbank 22,984 Press/publishing 19.3 Finans Bank 20,991 Automotive 16.7 Is Bankasi 20,355 Home appliances 14.9 Mey Icki San. 18,817 Cosmetic/personal care 14.1 Anadolu Hayat Emeklilik 17,529 Construction/property 13.8 Source: Bileşim Source: Bileşim Note: all figures at ratecard Top cinema owners (2008) Owner Fida Film Source: Bileşim

410 TURKEY: INTERNET

INTERNET

Adult internet users (18+): 18,000,000 (34.1%)

Adult internet users with home broadband: 17,315,000 (32.8%)

Typical monthly cost of internet access: US$17.30

Average minutes spent online Per day Adults At home 70 At work 50 Total 120 Source: Comscore

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type (US$) Keyword (US$) Standard banner 1.3 facebook 0.80 Streaming video 3.0 oyun 0.53 Expandable banner 2.0 mynet 0.32 Interstitial 4.0 youtube 1.51 Rich media 5.0 oyunlar 0.62 Source: ZenithOptimedia msn 1.09 indir 0.57 tv 1.30 hurriyet 0.44 haber 0.21 Source: ZenithOptimedia

Internet user profile Age % 15-24 39.7 25-34 30.5 35-44 17.5 45-54 9.5 55+ 2.8 Sex % Male 58.5 Female 41.5 Source: TGI

411 TURKEY: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Search engine Site per month Google Google.com.tr 16,584 Msn Live.com 15,026 Yahoo Facebook.com 14,251 Mynet Msn.com 14,143 Source: ZenithOptimedia Google.com 11,225 Ekolay.net 8,914 Blogger.com 8,906 Milliyet.com.tr 8,655 Msn.com.tr 8,198 Mynet.com 8,084 Source: ZenithOptimedia Top ten internet Top internet product advertisers (2008) categories (2008) Internet expenditure Category Advertiser US$ (000s) E-Commerce/shopping Samsung 2,463.3 Entertainment/games TTNET 647.4 Automotive Vodafone 644.2 Communication Turkcell 549.5 Tourism Garanti Bankasi 546.3 Real estate Avea 434.8 Finance Sigortam.net 395.1 IT Is Bankasi 337.3 Source: ZenithOptimedia Turk Telekom 120.5 Finansbank 105.7 Source: ZenithOptimedia Note: all figures at ratecard

Top internet Top internet owners (2008) sales houses (2008) Owner Sales house Msn Turkey Reklamz Mynet Netbook Dogus Maksimum Turkuvaz Medyaguru Ciner Medyanet Mcd Digital Virgul Fox Logaritma Punto Source: ZenithOptimedia Source: ZenithOptimedia

412 TURKEY: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) TV 99.4 Newspaper 62.5 Magazines 6.0 Radio 56.5 Outdoor 53.3 Cinema 28.0 Internet 35.8 Source: TGI OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Advertiser Category Procter & Gamble Food Unilever Cosmetic/personal care Ulker Communication Turkcell Household cleaning Vodafone Finance Henkel Furniture Is Bankasi Beverages Nnr Pazarlama Home appliances Nestlé Press/publishing Turk Telekom Heating/cooling equipment Source: Bileşim Source: Bileşim Top sales houses (2008) Sales house DTV Turkuvaz Fox Allianz Zedpas Isik Medya Planlama Ciner Holding Mepa Medya Goktug Elektronik Yayincilik Multi Kanal Dagitim Source: Bileşim

413 UKRAINE: ECONOMIC DATA

UKRAINE ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 5.27 Hryvnias at 2008 rate

Gross Domestic Product (Hryvnias million) at current prices 204,200 225,800 267,300 345,100 441,500 544,200 720,700 921,265 % change 20.0 10.6 18.4 29.1 27.9 23.3 32.4 27.8 at 2008 prices 413,134 453,209 509,985 603,502 680,251 768,550 902,316 921,265 % change 7.2 9.7 12.5 18.3 12.7 13.0 17.4 2.1

Gross Domestic Product per capita (Hryvnias) at current prices 4,194 4,701 5,606 7,298 9,406 11,678 15,569 20,032 at 2008 prices 8,485 9,436 10,696 12,762 14,492 16,492 19,493 20,032

Gross Domestic Product (US$ million) at current prices 38,762 42,863 50,740 65,509 83,808 103,303 136,807 174,879 at 2008 prices 78,423 86,031 96,808 114,560 129,129 145,890 171,283 174,879

Gross Domestic Product per capita (US$) at current prices 796 892 1,064 1,385 1,785 2,217 2,955 3,803 at 2008 prices 1,611 1,791 2,030 2,423 2,751 3,131 3,700 3,803

Population Millions 48.7 48.0 47.7 47.3 46.9 46.6 46.3 46.0

Consumer Price Index 2008=100 49.4 49.8 52.4 57.2 64.9 70.8 79.9 100.0 % change 12.0 0.8 5.2 9.1 13.5 9.1 12.8 25.2

Ad.spend as a % of GDP - - 0.52 0.54 0.59 0.69 0.73 0.60

Advertising Expenditure Growth (%) at current prices - - 61.1 34.0 41.5 36.7 40.2 9.9 at 2008 prices - - 53.1 22.8 24.7 25.3 24.3 -12.2 Source: IFS, ZenithOptimedia

414 UKRAINE: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 2002 161 15 14 85 8 - 38 1 2003 259 32 29 130 8 - 60 1 2004 345 30 50 163 14 - 87 2 2005 511 55 76 237 20 5 116 2 2006 709 65 102 350 27 7 152 6 2007 994 84 164 483 42 9 201 11 2008 1,047 90 218 475 40 13 190 21 Source: Ukrainian Ad Coalition, Cortex Notes: 1. After discounts 2. Excludes classified 3. Excludes production costs 4. Excludes commission

Main advertising restrictions Tobacco: Restricted on radio and TV, on the first and last pages of newspapers, and on the covers of magazines. Outdoor ads may not be placed within 300m of schools. Alcohol: Restricted on radio and TV between 0600 and 2300, on the first and last pages of newspapers, and on the covers of magazines. Outdoor ads may not be placed within 300m of schools. Pharmaceutical: OTC only. Political: Pre-election period only. Children: Advertising products which may be dangerous to children or may damage their self-esteem is prohibited.

415 UKRAINE: POPULATION

POPULATION

Land area (km²) 603,700 Capital city Kiev Languages Ukranian, Russian Currency Hryvnia (UAH) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 1,370 1,230 2,600 16-24 1,279 1,353 2,632 25-34 1,596 1,625 3,221 35-44 1,360 1,539 2,899 45-54 1,356 1,730 3,086 55-64 839 1,387 2,226 65+ 1,073 1,772 2,845 Total 8,873 10,636 19,509 Source: GFK Ukraine

Adult status Male Female Total (000s) (000s) (000s) A 1,987 2,089 11,052 B 3,612 4,005 5,505 C 2,161 2,781 1,502 D 991 1,417 708 E 122 344 18,766 Total 9,208 10,972 20,180 Source: GFK Ukraine

Definition of adult status AB = higher and intermediate managerial, professional C1 = supervisory/clerical C2 = skilled manual/blue collar workers DE = services, semi and unskilled manual, agriculture/subsistence

416 UKRAINE: TELEVISION

TELEVISION

Number of households: 8,082,836

Number of television households: 7,864,600 (97.3%)

Television homes with: Colour 99.0% VCR 8.9% DVD 33.4% PVR/DVR 9.3% Cable (pass) 50.6% Cable (connection) - total 50.6% Satellite dish (DTH) - total 5.3% Source: GFK Ukraine

Average minutes viewed per day per adult: 264

Average pay-TV subscription cost Average monthly subscription US$ Cable (analogue) 4 Cable (digital) 8 DTH (digital) 25 Source: GFK Ukraine

417 UKRAINE: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial Inter 99.1 24 1,219 1+1 98.6 24 1,344 UT-1 97.1 19 312 New channel 97.1 24 1,159 STB 96.3 24 1,134 ICTV 96.0 24 1,145 Channel Ukraina 95.5 24 1,157 ТЕТ 95.1 24 1,137 5 channel 91.5 24 758 NTN 88.7 24 1,188 M1 85.7 24 1,229 K1 78.7 24 617 Tonis 70.8 24 1,088 Megasport 59.1 24 728 24 channel 53.4 24 506 Kino 52.8 24 870 MTV Ukraine 49.6 24 529 Source: GFK Ukraine

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ Inter 1900-2400 16,942 1,413 12.0 1+1 1800-2400 5,469 689 7.9 ICTV 1900-2400 4,121 377 10.9 STB 1900-2400 3,075 403 7.6 New channel 1900-2400 2,519 295 8.6 Channel Ukraina 1800-2400 1,947 300 6.5 NTN 1900-2400 942 122 7.7 TET 1900-2400 668 97 6.9 5 Channel 1900-2400 284 66 4.3 Source: GFK Ukraine Average CPT (all commercial channels): US$9.5

418 UKRAINE: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (000s) Commercial Inter 21.9 22.5 736,902 1+1 17.4 12.9 464,623 STB 7.6 8.8 177,259 ICTV 8.9 8.5 227,540 New Channel 9.7 7.8 186,726 Channel Ukraina 6.5 6.4 111,183 Channel 1 Rus 2.3 4.1 75,272 NTN 3.1 3.2 50,203 ERA 3.1 2.6 2,245 TET 3.0 2.5 61,116 UT-1 2.7 2.4 12,994 K1 1.7 2.0 18,831 5 Channel 1.5 1.8 18,544 NTV MIR 0.8 1.4 9,891 Source: GFK Ukraine

Top ten television programmes (2008) Adult Programme Channel TVR Tatianin den t/s Inter 22.7 Koldovskaya lubov t/s Inter 20.1 Vecherniy kvartal. New Year show Inter 19.6 Podrobnosti nedeli Inter 19.5 Odnoklassniki. Novogodnyaya vstrecha! Inter 18.5 Podrobnosti Inter 18.4 Dve zvezdy Inter 18.0 70 let-polet normalnyj. Anniversary of L.Kuchma Inter 16.5 I vse-taki ja lublu t/s Inter 16.3 Vecherniy kvartal. Inter 16.2 Source: GFK Ukraine

419 UKRAINE: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 148,369 Communication 220,505 Unilever 86,580 Hygiene 211,655 L'Oréal 84,738 Pharmacy 208,790 Colgate-Palmolive 72,504 Cosmetics 199,104 Nestle 71,497 Household chemicals 172,809 UMC/MTC 70,407 Food 171,247 Kyivstar 65,720 Alcohol 168,231 Schwarzkopf&Henkel 61,225 Confectionery 159,802 Sun Interbrew 60,797 Soft drinks 158,035 Reckitt Benckiser 49,195 Household appliances 64,537 Source: GFK Ukraine Source: GFK Ukraine

Top television Top television owners (2008) sales houses (2008) TV revenue TV revenue Owner US$ (000s) Sales house US$ (000s) Valeriy Horoshkovskiy (Inter) 699,094 Inter Reklama 780,510 Victor Pinchuk (H, M1, ICTV, STB) 614,807 Stil S 708,335 Alexandr Rodnyanskiy (1+1) 464,623 Prioritet (Videointernation) 547,360 Renat Axmetov (TRK Ukraine) 111,183 SferaTV 136,038 Igor Kolomiyskiy (TET) 61,116 Maxximum 8,332 Valeriy Horoshkovskiy (NTN) 48,395 Source: GFK Ukraine Petro poroshenko (5 channel) 18,544 Vladimir Kosterin (Tonis) 18,256 Source: GFK Ukraine

420 UKRAINE: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly 5w=every five weeks Adult Full page Adult CPT Full page N=National R=Regional Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ Fakty/Fakty i Kommentarii (d, N) 800 1,826 8,742 4.8 - Vechernie vesti (d, N) 500 - 7,496 24.9 - Telenedelja (w, N) 414 1,971 3,888 2.0 - Segodnya (d, N) 180 1,276 21,025 16.5 - Argumenty i Fakty (w, N) 170 1,199 11,547 9.6 - Kievskie vedomosti 150 249 4,788 19.2 - Komsomolskaja Pravda (d, N) 144 799 9,796 12.3 10,849 TV-Park (w, N) 125 524 1,917 3.7 - Komanda(d, N) 120 188 6,277 33.4 - Moskovskij Komsomolec v Ukraine (w, N) 100 123 11,932 97.3 - 2000 (w, N) 94 183 - - 4,835 Blik (d, N) 90 104 3,937 37.8 - Business. Price-listy (w, N) 85 - - - 1,765 Ekspress Gazeta (w, N) 82 282 1,514 5.4 2,055 Argumenty I Fakty. Zdorov'e (w, N) 68 266 2,494 9.4 - Kontrakty/Galickie Kontrakty (w, N) 68 - 31,119 476.2 - Delovaja Stolica (w, N) 67 74 1,115 15.2 - Den' (d, N) 63 136 3,436 25.2 - Teleskop (w,N) 60 532 730 1.4 - Business (w, N) 60 119 - - 1,700 Kommentarii (w, R) 60 - - - 4,207 Zerkalo Nedeli (w, N) 53 243 9,362 38.6 - Buhgalterija (w, N) 46 127 1,522 12.0 - Investgazeta (w, N) 31 - - - 6,035 Ekonomicheskie Izvestija (5w, N) 30 98 11,353 115.7 - Status. Ekonomicheskie Izvestija (w, N) 25 20 - - 10,370 Debet-kredit prilozhenie k 22 31 1,050 34.0 - Kontraktam/Galickim Kontraktam (w, N) Delo (d, N) 20 76 4,350 57.3 - Kommersant (d, N) 15 95 18,027 189.9 - Source: TNS Ukraine, Kommunikacionniy Aliance

Average CPT (B/W): US$13.2

421 UKRAINE: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) Vash Komfort 2,921.4 Mass media 29,475 Golden Pages 2,411.9 Auto 20,177 VTB Bank 1,770.5 Finance 16,453 МТС 1,608.5 Real estate 9,828 Kyivstar 1,549.8 Pharmacy 6,846 Toyota 1,097.4 Entertainment 6,462 Nissan 1,081.4 Communication 6,438 Hyundai 894.7 Education/work 5,057 Samsung 870.2 Computers 4,548 Aston 864.1 Retail 4,044 Source: Kommunikacionniy Aliance Source: Kommunikacionniy Aliance

Top ten newspaper owners (2008) Newspaper revenue Owner US$ (000s) Ukrainian media holding 30,814 Kommersant 14,264 Kartel 11,235 Galitskie Kontrakty 10,831 KP-Druk 8,923 Ekonomika 7,614 AutoPhotoProdazha 7,414 Segodnya 6,589 Pronto 5,991 Fakty I Kommentarii 4,955 Source: ZenithOptimedia

422 UKRAINE: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) US$ US$ Natali (m) 518 572 16,008 28.0 Avtomobili i ceny (w) 516 - 339 - Serial (w) 499 - 10,793 - Vlast' deneg (w) 300 - 9,225 - AvtoFotoProdaja (w) 292 - 1,987 - Dobrye sovety (m) 280 381 8,345 21.9 Edinstvennaya (m) 270 696 18,675 26.8 Otdohni! (w) 260 958 10,971 11.5 Liza (m) 220 1,212 10,550 8.7 Avtocentr (w) 218 - 4,907 - Korrespondent (w) 200 - 7,538 - Domashniy doktor (m) 200 - 6,107 - Mejdu nami, mamochkami (m) 200 - 3,257 - Story (w) 200 - 6,626 - Cosmopolitan (m) 185 273 15,952 58.3 Fokus (w) 180 - 7,449 - Polina (m) 165 301 10,068 33.5 Komp&n'on (w) 150 - 6,379 - Den'gi (w) 143 - 6,670 - Avtobazar (w) 142 295 4,050 13.7 Karavan istoriy (m) 135 193 13,317 69.2 Sovershenno sekretno (w) 120 213 4,082 19.2 Viva! (f) 100 161 12,806 79.8 MINI (m) 100 - 6,977 - S toboy (m) 100 - 4,287 - Joy (m) 100 - 6,177 - Ekspert (w) 100 - 8,181 - Diva. Hudeem legko! (m) 100 - 4,929 - Liza. Moy rebenok (m) 90 217 3,855 17.8 Maxim (m) 88 186 11,190 60.0 Burda (m) 85 192 4,658 24.3 Jenskiy Jurnal (m) 85 187 11,626 62.1 Elle (m) 80 - 9,577 - Yunaya Ledi (m) 80 - 2,706 - Jenskiy jurnal ''Zdorovje' (m) 70 162 6,000 37.1 Eva (Iv Kom'yunikeyshnz ID) (m) 70 102 5,783 56.7 Prevention (m) 70 - 6,136 - Men's Health (m) 67 - 10,615 - Mama i ya (m) 65 67 4,180 62.1 XXL (m) 65 - 5,112 -

423 UKRAINE: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) US$ US$ Lichnyy schet (m) 64 - 4,975 - OOPS! (m) 62 - 4,798 - Idei Vashego Doma (m) 56 65 4,262 65.7 Mir Sem'i (m) 55 107 4,025 37.8 Otdohni! Zvezdy (m) 50 174 4,473 25.7 Priyatnogo appetita (m) 50 114 3,487 30.7 Viva! Biografiya (m) 50 - 6,446 - Pink (m) 46 49 5,130 103.8 Horoshie roditeli (m) 45 55 4,623 84.3 Playboy (m) 40 72 7,555 105.6 Ego (m) 40 46 7,406 162.6 Veselye ideyki (m) 40 - 3,500 - Moy prekrasnyy sad (m) 38 129 4,457 34.5 Moy uyutnyy dom (m) 33 100 4,439 44.3 Liza. Goroskop (m) 30 183 4,578 25.1 Source: Kommunikacionniy Aliance

Average CPT (Colour): US$30.4

424 UKRAINE: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) L'Oréal 10,479 Mass media 93,710 Procter & Gamble 10,001 Auto 69,662 Samsung 5,646 Cosmetics 31,283 LG 4,976 Retail 28,521 Kozyrnaya karta 4,618 Pharmacy 27,704 Toyota 3,723 Finance 25,610 Nissan 3,506 Communication 25,120 i-Free Ukraina 3,169 Entertainment 21,835 Kievstar GSM 3,032 Real estate 17,948 MTS 2,917 Perfume 17,892 Source: Kommunikacionniy Aliance Source: Kommunikacionniy Aliance

Top ten magazine owners (2008) Magazine revenue Owner US$ (000s) Burda-Ukraina 58,674 Ukrainskiy Media Holding 40,670 Edipress 40,317 Blic-Inform 34,374 Independent Media 28,502 KP-Druk 28,482 IA Avtocentr 25,401 Hachette Filipacchi Shkulev 19,331 Kartel' 16,559 Svet 12,705 Source: Kommunikacionniy Aliance

425 UKRAINE: RADIO

RADIO

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (US$) (000s) (US$) National Авторадио music 1700-2000 714 168 4.3 Гала Радіо music 1700-2000 356 70 5.1 Європа Плюс music 1700-2000 374 127 3.0 Kiss FM music 1600-2000 214 46 4.7 Love Radio music 1600-2000 219 21 10.4 Люкс ФМ, Перший Розважальний music 1800-2000 594 151 3.9 Наше Радіо music 1600-2000 590 133 4.4 Radio One music 0800-2200 148 7 20.0 Радио Мелодия music 1600-2000 415 156 2.7 Радио Шансон music 1700-2000 386 213 1.8 Радио Шарманка music 1700-2000 207 67 3.1 Радіо Ера ФМ music 1600-2000 297 49 6.0 Ретро FM music 1800-2000 594 126 4.7 Русское Радио music 1800-2000 974 204 4.8 Стильное радио Шансон music 1600-2000 356 73 4.9 Хіт FM music 1800-2000 971 174 5.6 УР-1 talk 1600-2000 870 239 3.6 УР-2 / Промінь talk 1600-2000 990 50 19.8 УР-3 / Радіо Культура talk - - 7 - Source: TNS Ukraine, radio stations

Average CPT (all commercial stations): US$4.5

Top ten radio Top ten radio product advertisers (Apr-Dec 2008) categories (Apr-Dec 2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) Kyivstar GSM 17,405 Auto 119,007 NAT 13,733 Mass media 76,133 Ukr Media Holding 12,484 Entertainment 75,077 Intertelecom 12,304 Retail 64,583 Toyota 11,634 Communication 60,877 Aska 10,296 Alcohol 42,230 Mazda Motors 9,835 Restaurants 38,932 МТС 9,107 Finance 32,084 Astelit 7,786 Pharmacy 20,311 Kozyrnaya karta 7,427 Social 19,817 Source: Kommunikacionniy Aliance Source: Kommunikacionniy Aliance

426 UKRAINE: OUTDOOR

OUTDOOR

Number of outdoor sites: 80,000

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (US$) Billboard 3x6 39,713 2,802 City light 1.8x1.2 18,350 1,719 Prism 3x6 7,619 3,834 Banner 1x5 2,034 2,796 Bus-shelter 1.8x1.2 1,733 1,616 Backlight 3x4 1,083 2,427 Light-box 1.8x1.2 1,443 1,440 Backlight 4x8 74 15,512 Billboard 3x12 265 3,605 Billboard 5x12 98 9,709 Billboard 4x8 85 10,588 Pylon 3x1.5 361 2,463 Scroller 1.8x1.2 598 1,428 Prism 3x4 367 2,323 Billboard 2x8 101 6,469 Backlight 8x4 73 8,686 Scroller 3.3x2.3 48 13,020 Backlight 3x6 125 4,897 Billboard 6x3 212 2,791 Scroller 0.9x3 183 3,235 Source: Kommunikacionniy Aliance

427 UKRAINE: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) JTI 13,505 Retail 64,427 UMC/MTC 7,871 Communication 33,274 Kyivstar 7,246 Auto 33,266 Samsung 4,782 Tobacco 25,093 Epicenter 4,688 Finance 21,884 Beeline 4,544 Social 20,455 Imperial tobacco 4,273 Alcohol 20,299 LG 3,891 Mass media 19,378 Astelit 3,583 Entertainment 14,846 British American Tobacco 3,522 Real estate 12,935 Source: Kommunikacionniy Aliance Source: Kommunikacionniy Aliance

Top ten outdoor contractors (2008) Outdoor revenue Contractor US$ (000s) Octagon 42,157 Bigboard 29,570 Ртм 22,914 News Outdoor Ukraine 20,326 Poster 19,036 Luvers 15,885 Ekosvit 14,710 Star 9,859 Perekhid Outdoor 9,101 Ukrainskaya reklama 8,950 Source: Kommunikacionniy Aliance

428 UKRAINE: CINEMA

CINEMA

Number of cinema screens: 150-200 Source: Kinomedia Advertaising Average cost of a 60 sec. spot per screen per week: US$650 Source: Kinomedia Advertaising Average CPT: US$150 Number of screens used in typical national campaign: 34 Source: Kinomedia Advertaising

Trend in admissions Admissions (mill) 2002 1.5 2003 3.0 2004 5.0 2005 6.0 2006 8.0 2007 9.0 2008 12.0 Source: ZenithOptimedia Cinema audience profile Age % 16-24 30.0 25-34 47.0 35-49 21.0 50+ 2.0 Sex % Male 43.0 Female 57.0 Status % Students 21.0 Specialists (not top managers) 17.8 Employee 15.6 Qualified workers 6.8 Top managers 7.7 Private owners 6.6 Company directors 5.5 Others 19.0 Source: Cinema analytics

429 UKRAINE: CINEMA

Top ten films (2007) Gross takings Film US$ Admiral 4,296,484 Ironiay sudby: part 2 4,098,261 Madagascar 2 4,056,205 The best movie 2,416,350 Mumie 2,322,986 Kvant Miloserdiya 3,645,021 Hankok 1,996,262 Kung Fu Panda 1,920,440 Treasure of nation 1,805,453 Osobo Opasen 1,725,808 Source: Kinobusiness Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser US$ (000s) Category share (%) Ukrautovaz 1,200 Auto 15 MTS 700 Mobile phones/communications 9 Antilopa 450 Home appliances/electronics7 Ukrauto 400 Beer 6 Kievstar 400 Cigarettes 5 Nokia 350 Cosmetics 5 Sun Interbrew 250 Magazines 5 ВТБ банк 200 Alcohol 3 Конти 150 Retail 2 Sony Ericsson 100 Internet providers 1 Source: Kinomedia Advertising Source: Kinomedia Advertising Top ten cinema Top cinema owners (2008) sales houses (2008) Owner Cinema revenue Multiplex Sales house US$ (000s) Kinosistema Kinomedia Advertaising 7,200 Odessa-kino BF Media 800 Butterfly Kinopalace 500 Kinopalace Liniya-kino 400 Linia kino Kinostar 400 Kinocentre Movie 300 Cinema-City Imagine media 150 Kiev Tree Star 120 Zolotoy Duk IMA 50 Source: Kinomedia Advertising Source: Kinomedia Advertising

430 UKRAINE: INTERNET

INTERNET

Adult internet users: 7,300,000 (43.2%) Source: Gemius

Adult internet users with home broadband: 1,700,000 (10.1%) Source: IKS-Consulting

Typical monthly cost of internet access: US$6

Average minutes spent online Per day Adults At home 100 At work 90 Total 190 Source: Gemius

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (US$) погода (weather) Banner 6 новости (news) Pop-up 12 гороскоп (horoscope) Streaming video 20 работа (job) Source: ITCG UA автобазар (automarket) ukr.net Internet user profile футбол (football) Age % переводчик (translator) 16-24 37.0 новини (news) 25-34 29.0 работа в киеве (job in Kiev) 35-54 31.0 Source: index.bigmir.net (X/2008) 55-64 3.0 Sex % Male 57.0 Female 43.0 Status % Low 5.3 Middle 31.6 Upper 45.0 High 5.0 Source: Gemius

431 UKRAINE: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors usage share Site per month Search engine (%) ukr.net 10,200,000 google.com 72.74 bigmir.net 8,200,000 yandex.ru 16.88 i.ua 7,500,000 ukr.net 2.35 freemail.ukr.net 6,300,000 bigmir.net 2.04 gismeteo.ua 5,500,000 meta.ua 2.01 korespondent.net 3,800,000 mail.ru 1.83 online.ua 3,300,000 msn.com 0.73 news.meta.ua 3,200,000 live.com 0.65 unian.net 2,300,000 rambler.ru 0.41 obozrevatel.com 2,300,000 yahoo.com 0.17 Source: index.bigmir.net (X/2008) Source: index.bigmir.net (X/2008) Top internet Top internet owners (2008) sales houses (2008) Owner Sales house ukr.net FISH bigmir-internet UMH RBC Source: ZenithOptimedia RIA Glavred-Media Oboz.ua Online.ua ITC Source: hold.bigmir.net

432 UKRAINE: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 86.3 93.0 93.7 Newspapers 31.3 63.6 75.6 Magazines 9.2 29.7 57.3 Radio 49.6 63.3 65.2 Outdoor 63.5 89.2 92.8 Cinema 1.3 5.8 15.1 Internet 13.7 19.3 21.1 Source: TNS Ukraine OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 162,781 Alcohol 471,127 L'Oréal 95,353 Communication 416,267 Unilever 89,296 Pharmacy 267,638 UMC/MTC 84,625 Cosmetics 233,668 SV 84,386 Hygiene 223,204 Kyivstar 77,524 Food 188,842 Nestlé 73,808 Soft drinks 174,518 Colgate-Palmolive 72,919 Household chemicals 174,383 Nemiroff 67,166 Mass media 173,798 Sun 64,670 Auto 170,595 Source: GFK Ukraine, Kommunikacionniy Aliance Source: GFK Ukraine, Kommunikacionniy Aliance Top ten media owners (2008) Top sales houses (2008) Media revenue Media revenue Owner US$ (000s) Sales house US$ (000s) Valeriy Horoshkovskiy (Inter) 699,094 Inter Reklama 780,510 Victor Pinchuk (H, M1, ICTV, STB) 614,807 Stil S 708,335 Alexandr Rodnyanskiy (1+1) 464,623 Prioritet 547,360 Renat Axmetov (TRK Ukraine) 111,183 SferaTV 136,038 Ukrainian media holding 71,484 Maxximum 8,332 Igor Kolomiyskiy (TET) 61,116 Source: GFK Ukraine, Kommunikacionniy Aliance Burda-Ukraina 58,674 Valeriy Horoshkovskiy (NTN) 48,395 Edipress 40,317 KP-Druk 37,405 Source: GFK Ukraine, Kommunikacionniy Aliance

433 GLOSSARY

Circulation Number of copies sold or distributed.

Cost per thousand (CPT) The average cost of reaching one thousand of the target population.

IPTV Internet Protocol Television: television transmitted using internet protocols, normally over a telephone line.

Peak time The period in a day in which advertising is most expensive.

Penetration The proportion (%) of a given target market group reached by a medium.

PVR Personal Video Recorder: hard disk recording equipment

Ratecard A price-list issued by media owners for different space sizes or time lengths.

Rating One rating point is one per cent of the target audience.

Reach % of a given audience exposed to a given medium over a given time.

Readership Having read or looked at a publication within its publishing interval.

Television rating (TVR) See Rating

TV home A household receiving television transmissions.

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